CAMPAIGNS: Product Launch - npower uses H&K for Juice eco product

Client: npower

PR Team: Hill & Knowlton in consultation with in-house departments at

Greenpeace, npower and National Wind Power

Campaign: Juice launch

Timescale: August

Budget: £75,000



On 1 August, npower announced the launch of Juice, its clean electricity

product born out of a pioneering relationship with Greenpeace.



Juice will offer residential customers electricity generated entirely

from renewable sources. Subject to planning permission, supply will come

from a new wind farm approximately seven kilometres from the coast in

north Wales to be built by npower's sister organisation National Wind

Power.



Objectives



To convey business information about the feasibility of renewable

energy. To build npower's corporate reputation by associating it with

investment in wind power. To demonstrate the nature of the partnership

between npower and Greenpeace. To the inhabitants and media of North

Wales to smooth the planning permission process. To raise awareness of

Juice and its website so that, ultimately, the product would obtain

50,000 customers by 2003.



Strategy and Plan



The plan was in two parts, with activity in London and north Wales.

Locally on Rhyl beach there was a visual stunt using branded

windsurfers, and in London there were a series of one-to-one

briefings.



The involvement of Greenpeace conferred credibility on the story, going

a long way towards helping H&K sell it in, but the task was further

complicated by the Financial Times breaking the embargo and Scottish

Power rushing out its own sustainable energy plans at the same time.



Measurement and Evaluation



H&K estimates around 32 million people were exposed to the campaign.



Results



Activity in London and Rhyl communicating with the national and local

audience was laudable. The branded wind-surfing photo-opportunity proved

an effective way to get the key message across.



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