npower and FCB Inferno Applaud the UK's Hidden Talents in New Campaign
Across Britain millions of people, in millions of homes, possess what npower call ‘family super powers’. These are charming talents, some extraordinary, others simple and sweet.
On October 14th npower will be launching a national campaign, created by FCB Inferno, that celebrates these families and their unsung super powers, linking them to the energy provider’s own super powers – a new range of innovative products and services.
The campaign uses ‘real people’, not actors, and a nationwide search was undertaken to unearth these quirky talents. These range from Kenny who can match dates to days, to Milo the family dog who can balance just about anything on his nose. Throughout the campaign a bright neon ‘powerpointer’ lights up to celebrate the individual and their super power.
‘Super Powers’ will run into the start of 2017, and is brought to life across multiple platforms including VOD, Press, OOH, and radio, with experiential, social and editorial also being activated.
The film was directed by Finn McGough of Knucklehead Films, known for his fly-on-the-wall documentaries. Dave Lamb of ‘Come Dine With Me’ provides the VO, injecting his distinctive commentary and brand of observational humour.
Prominent press and OOH will launch nationwide on 21st October featuring photography by Jude Edgington, whose previous subjects have ranged from Noel Gallagher to Channel 4’s Gogglebox, his style being in keeping with campaign’s ambition to celebrate real people in their homes.
Multiple radio executions will also showcase the aural super powers out there, including Russell who can play any tune with just his hands. Each was recorded on location throughout the UK.
A roadshow, organized by Avantgarde, will travel across the country. Consumers can showcase their super powers for the opportunity to win prizes and share their super powers live. As well as sharing their super powers at the regional road shows, consumers will be able to submit their skills online at www.npower.com/superpower.
Edward Madden, Head of Marketing at npower, said: "As a provider of energy to almost 3 million busy British homes, we understand that gas and electricity are rarely front of mind. People do however want to feel in control of their home's heat, light, hot water and bills. At npower, we believe it's our job to make this happen and help simplify our customers' busy home lives. 'Super Powers' and the tag line 'You have the npower' have been created to communicate this in an entertaining and engaging way. We're tapping into people's love of home videos and celebrating real people doing, fun, crazy, awe inspiring things."
Al Young, Chief Creative Director, of FCB Inferno said “The world has changed. TV shows like Goggle Box and Britain’s Got Talent have elevated ordinary people into box office. They prove that the person next door is blessed with unique talents and can be an interesting personality in their own right. It’s this new reality that we exploit in You Have The nPower. We focus on the charm and quirkiness of real people to help nPower stand out in a category where stand out is in pretty short supply."
Lizzie Carver, Client Services Director at Avantgarde said: “We are excited to be working with npower again on an immersive road show to support their current ATL campaign. Our technological solutions and consumer experience will create memorable moments for the target audience and start conversations that we believe will lead to lasting relationships with the brand”
Creative Agency: FCB Inferno
Creative Director: Greg Mullen and Alistair Mills
Producer: Kate Grenfell
Chief Creative Officer: Al Young
Managing Director: Sharon Jiggins
Senior Account Manager: Kirsten Barnes
Planning Director: David Jackson
Account Director: Sam Edwards
Production Company Name: Knucklehead
Director: Finn Mcgough
Producer: Bill James
Editor: Mark Burnett (Whitehouse Post)
Post Production / VFX
Post Production Company: Cherry Cherry
Producer: Antonia Porter
Audio Post Production: Unit
Genre: PR , People , Storytelling