Overview
First Utility partnered with VCCP to launch its national HD Energy campaign, a major moment for the business as its first large-scale television campaign.
While the agency focused on the television advert, my role was to make sure the campaign worked everywhere else. Working closely with VCCP, Marketing and Content, I helped shape how the campaign would live across the wider customer journey, from social and CRM to landing pages and digital advertising.
The Challenge
A television advert is designed to tell one story. Customers don't experience brands that way.
Before a single frame was filmed, I worked alongside VCCP and First Utility's marketing team to identify everything the campaign would need beyond television. Which stills would work in CRM? Which moments could become social content? What assets would marketing need six weeks after launch?
Thinking about those questions early meant the campaign wasn't just built for TV but for the customer journey.
The Rollout
Once the creative was delivered, the real work for me began.
The same campaign needed to encourage someone to switch tariff, remind another customer to submit a meter reading and engage people on social, all while feeling unmistakably HD Energy.
Rather than reusing the television creative too much and killing the fun, I worked with brand and content to help match tone and our personality with design for each touchpoint. Playful CRM emails, custom campaign illustrations, social animations and landing pages all carried the same optimistic tone, but each was designed around the context in which customers would actually experience it.
The Unicorn Collab
Because I understood First Utility's digital ecosystem, I was able to influence the campaign before production began.
Working closely with VCCP, the Head of Marketing and the Content team, I helped identify the photography, compositions and supporting assets we'd need long before filming started. That collaboration meant we weren't adapting the campaign after the fact—we were designing it with every touchpoint in mind from day one.
Keep It Flowing
The HD Energy campaign extended far beyond television, creating a connected experience across CRM, social media, landing pages and digital advertising.
It demonstrated that successful campaigns aren't defined by the advert alone, but by how seamlessly the idea carries through every interaction that follows.
