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24 | 6TH - 12TH NOVEMBER 2015 | UTILITY WEEK Customers Analysis T here are at least four energy supply campaigns currently on British televi- sion, and another by British Gas for its Hive thermostat smartphone app product. Each is different as suppliers try to carve unique identities for themselves, and engage a largely distrustful consumer using classic mechanisms such as humour or mascots to draw the viewer in. While many of the themes in adverts are similar, they have different aims strategi- cally, according to Robert Salmon, director of brand consultancy Thebrandwalk. British Gas is enforcing the brand positioning strat- egy of a greater consumer focus, while others include calls to action to move to a smarter way of controlling your energy use. The use of mascots in advertising is undergoing a renaissance, Salmon says, Advertising: the heat is on As the temperature drops, energy companies are presented with a window of opportunity to sell themselves, but how best to do so – with a song, a monkey or a penguin? Lucinda Dann investigates. British Gas. "Cartoons and mascots are used as walking talking metaphors for the brand and help customers to connect with the utility in a different way," according to Thebrandwalk director Salmon. Using a character allows brands to appear in disguise, and makes it difficult for consum- ers to attach their own poor customer experiences and cynicism to the message they are receiving. SSE's TV campaign heavily features an ape – named Maya – which may mystify many since it has no obvious link to energy. But the endless close-ups on her eyes encourage consumers to look upon energy with "fresh eyes", wiping away their own past experiences, Salmon says. Maya has taken centre stage in television and magazine adverts since this time last year and has received a mixed response ("Why the hell are we looking at a sad orangutan?" asked the New Statesman at the time). Criticism aside, Maya has given the adverts the one quality all advertising wants: to be talked about. EDF Energy's new Blue+Price Promise ad- vert features Zingy, its long-standing computer- generated flame character. Zingy first appeared in 2012 as a dancing mechanical puppet, again promoting EDF's Blue+Price product. It was originally based on a Keepon, a small yellow ro- bot designed by Japanese scientist Hideki Kozima to help study social develop- ment by interacting with children. Hideki's programmable Keepon comprised four motors, two cameras for eyes and a microphone for a nose.