Following the success of its campaign featuring Wallace and Gromit, Npower has turned to the plasticine duo again to promote its offer on loft insulation.
There has been an increase in the number of households upgrading or replacing their loft insulation over the past few years, thanks to financial assistance from the Government and increased awareness of fuel cost-saving measures.
Npower's latest campaign highlights the fact that the energy company will insulate your loft from as little as £140.
This comes as a relief to Wallace and Gromit, who are shown struggling to insulate their loft with a flock of sheep.
The campaign launched in two stages. The printed literature on the promotion was distributed from 23 July and the supporting TV ad launched in full on 3 August.
The accompanying BrandIndex chart shows two peaks where the ads launched.
On 22 July, the index, buzz, corporate and satisfaction scores for the brand were -9, -7, -7 and -5 respectively.
Following the launch of the print marketing, Npower's satisfaction, corporate and index scores peaked on 28 July, up three points, three points and two points respectively.
The buzz measure for the brand peaked at -3 on 31 July, up four points from 22 July.
The TV ad provided a second peak in scores for the brand, with Npower's corporate scores improving by a further one point to peak at -3 on 14 August.
The printed advertising may have created a bigger uplift, because the TV ads coincided with a report from energy regulator Ofgem asking the top six energy suppliers to "come clean" about the cost of energy bills for this winter.
This report led to the decline in the buzz score for the brand, which fell to a low of -7 on 14 August.
Unfortunately for the UK's energy companies, bad news coverage often outweighs the benefits created by advertising.
However, Npower has done well to maintain its indicator scores despite a drop in its buzz score, suggesting that the company is becoming a more favoured brand, regardless of negative publicity.
By Richard Wood