Direct Energy begins Live Better campaign
By Adnews Staff
Direct Energy Essential Home Services, a Toronto-based energy and home services retailer, has begun a campaign to promote a special offer on air conditioners. During the offer, customers who buy eligible air conditioners before June 10 can delay paying for them for two years. The new campaign uses the tagline "Live Better." It also introduces a new look and feel for the brand. The effort includes television advertising, online materials at <http://www.directenergy.com>, participation in home shows, free standing inserts in major newspapers, direct mail and bill inserts. The television commercial, which broke yesterday, was created by Sharpe Blackmore. In it, a designer reveals the results of a home makeover to the owners, who say they can't see any difference. The designer tells them that all they needed was a new air conditioner. "Our goal is to help Ontarians live better by providing security, efficiency and conservation where they want it most, at home," said Roxanne Pearce, vice-president of marketing and brand for the eastern region at Direct Energy Essential Home Services. "All of our marketing creative now communicates the aspirational nature of our brand and is tied together with the 'Live Better' positioning line."