EDF withdraws fixed price tariff after marketing blitz
EDF Energy is in the process of withdrawing its fixed-price Blue +Price Promise tariff from sale following a surge in demand after a high-profile marketing campaign.
EDF: introduced the Zingy character during its Feel Better Energy TV campaign
The company introduced Blue +Price Promise, its first 100% nuclear-backed tariff, in April, with the 'Feel Better Energy' television campaign, featuring a dancing brand character called 'Zingy'.
At the time, it offered customers the chance to fix their energy prices until September 2013.
EDF is in the process of withdrawing the second Blue +Price Promise it launched on 3 August, due to what it said was a surge in demand. The deal replaced the September 2013 offer with the chance to fix their energy prices for the next two winters, until April 2014.
An EDF spokesman said: "Since the launch of the Blue range in April, hundreds of thousands of customers have signed up to our two Blue +Price Promise deals, which offered customers low dual fuel prices, and a guarantee that these energy prices would remain frozen for the entire duration of the tariff."
Last week, EDF told Marketing that more than 500,000 accounts had signed up to the tariff so far.
The EDF spokesman said "a surge in demand in recent weeks for the tariff means our cap on the number of customers we could support based on the energy we have purchased is now close to being reached".
It plans to launch another Blue +Price Promise fixed-price tariff to replace the April 2014 deal.
EDF explained that it buys energy for fixed priced tariffs in advance based on the length of the guarantee and the number of customers it estimates will sign up to it.
Zingy's appearances in TV ads created by Abbott Mead Vickers BBDO have proved massively successful, with the company being deluged with requests to bring out a Zingy toy, according to marketing director Martin Stead.
EDF also carried out what it believes is the largest door drop in energy company history, with a drop to 19.5 million households this year, which featured Zingy.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Senior Planning Director, International Agency, London, to £120k Fill Recruitment Ltd to £120,000, Central London
- Head of Customer Analytics - Consultancy Harnham £90000 - £100000 per annum + benefits, London
- Digital Design Director Source £50000 - £60000 per annum, Cambridgeshire
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...