Advertising played a crucial role in helping ScottishPower become one of the UK’s leading energy supply companies. The campaign validated TV’s awareness building and attitude changing strengths in a low interest, low involvement market. It played an internal role in helping align various departments and an external role in re-establishing the brand as the key player (in its homeland) and helping it ‘own’ the critical territory of value for money. The result was that losses fell, acquisitions improved and overall customer numbers in Scotland grew by 11%, a return on investment of 1,600%. On a UK wide basis customers have increased from four million to five million offering the company the critical mass enjoyed in other aspects of their portfolio.

For the complete case study visit the WARC website.