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npower 'Clearer Bills' ad

Client: npower

Agency: VCCP

VCCP has launched a new TV campaign for npower promoting its new easier to understand bills. 

The new npower bills have been designed incorporating feedback from both Consumer Focus and Which?.  In addition the bill also carries the Plain English Crystal Mark for its ‘Jargon Busting’ page.

The new 20 second TV ad, designed and produced by Aardman Animations, features npower’s customer service representative, ‘Penny’, solving a ‘Countdown-style’ conundrum.

It is being supported by a multi-media campaign that includes sponsorship of regional quiz and crossword pages, print advertising in match-day programmes across npower Football League clubs, and a competition to win an Apple iPad on

Kevin Peake, marketing director at npower said, “Over the last year a criticism often levelled at energy suppliers is that gas and electricity bills can be complicated to understand.  We decided at an early stage to take action and started to make changes to the lay-out. 

"We deliberately sought feedback from some of the industry’s fiercest critics, Consumer Focus and Which? and where possible we have included their recommendations.  We will continue to seek feedback and constantly review our bills.”

The campaign went on air on February 1st.

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