Gas and electricity provider innogy launches a new campaign to attract potential customers by offering free assistance services as part of their energy subscriptions. The campaign depicts professional home assistance (including the services of repairmen, locksmiths, and craftsmen to resolve household appliance malfunctions and other emergency situations quickly and comfortably) as crucial to maintaining a harmonious home atmosphere. The campaign, created by VMLY&R, will be on air from 16 August 2021 and run throughout Autumn mainly on TV, radio and online.
The assistance services are covered by insurance on two levels and are provided for free up for up to two years. The basic package includes arrangement of home repair services in case of appliance malfunctions. The extended package also includes the services of locksmiths and craftsmen in emergency situations. ‘Assistance services or extended warranty are hugely popular across multiple industries. Our internal consumer data findings tell us that more than half of our customers perceive such a bonus as more valuable than, say, monetary rewards. Thus, assistance services are the perfect response to the customers’ desire to be protected from unexpected emergencies’, says Václav Podzimek, innogy’s Customer Communication Manager.
This attractive benefit comes as part of the company’s electricity or gas subscriptions, and VMLY&R’s new campaign focuses precisely on that. ‘We communicate the product benefit using a tried and trusted insight – the correct functioning of home appliances and all other equipment is key to a relaxed and harmonious home. When something doesn’t work, the air fills with tension, which can reflect negatively on the relationships between members of the household’, says František Mareš, VMLY&R’s Account Director.
‘The campaigns’ creative concept is clear, yet that doesn’t mean individual executions cannot offer anything new. We really tweaked the roles of our protagonists, the style of humour and the creative and aesthetic side of things. The talents of director Jasmina Blaževič were of great help’, says Miloš Kočí, VMLY&R’s Creative Director.
The 30 second TV spot with a tagline that says ‘May your home run smoothly’ is on air since August 16th and its shorter 10 second version will also serve as a sponsorship message, airing before certain TV programmes. Digital formats include a shortened 15 second version as well as 6 second bumpers. The campaign, aimed at acquiring new clients, will run throughout Autumn on TV, radio, online as well as in innogy’s branches.
Creative concept, ATL communication: VMLY&R
Production: Bistro films
Direction: Jasmina Blaževič
BTL communication: Wunderman Thompson
Online media: Fragile
Classic media: TSM Global