New campaign launched for London-only energy provider

Charlie Spargo's picture
by Charlie Spargo

The Mayor of London’s office is kicking off the first integrated advertising campaign in association with The Gate London to promote the launch of London Power, the new energy company available only to Londoners.

London Power has been set up by The Mayor of London in partnership with Octopus Energy to address issues facing London's residents - including the high level of pre-paid meter usage, astronomical rates, low efficiency, and a reluctance to switch.

it will offer customers competitive energy prices, 100% renewable electricity and no exit fees. Any profits made by City Hall will be reinvested into community projects to help tackle fuel poverty and make London a zero-carbon city. All Londoners will be able to switch to London Power from today (January 13th). 

Its advertising campaign is called ‘A Different Kind of Energy’, and has been created by MSQ's The Gate London. It highlights the message that London deserves an energy company as different as its people, fair and affordable for all. The hero of the campaign is a macaw - the mascot was designed to personify difference and embody London Power’s intent to stand out from the crowd.

It will run across outdoor, radio, digital and social from January 2020.

Jamie Elliott, CEO of The Gate London, says: “We’re thrilled to work with the Greater London Authority to launch such an exciting new brand. London Power stands to really shake things up and we look forward to seeing it grow quickly and be the go-to energy supplier for all Londoners.”

MSQ was appointed to the London Power account following a competitive pitch at the end of 2019. The Group’s advertising agency, The Gate London, leads strategy and creative, with Smarts leading on PR activity.