EnergiKare on screen
04 March 2008A two-month TV campaign for the new Pilkington energiKare™ high energy-efficient IGU was launched on digital TV and Channel 5 on February 18.
The campaign, unveiled at a press conference at Pilkington's London HQ, Selwyn House, is expected to reach an audience of 13 million adults.The 30-second long advertisement shows clips of people going about their day-to-day lives and illustrates how they casually waste money without realising it.
"In comparison to the trade campaign that has been running since October, we wanted to base the consumer adverts on the notion that energy - and therefore money - is casually wasted through windows every day," said Anne Quayle, marketing and sales support manager.
"We want to show homeowners that by installing energy-efficient windows incorporating Pilkington energiKare glazing they can reduce this waste, help the environment and save money on their fuel bills."
Launched in early 2007, Pilkington energiKare includes an outer pane of Pilkington Optiwhite™, to maximise solar heat gain, with an inner pane of Pilkington K Glass™ to reduce heat loss.
The result is more than twice as efficient as the standard IGU using Pilkington Optifloat™ for the outer pane, and helps windows achieve band A, B or C under the UK Window Energy Ratings scheme. This in turn makes windows containing energiKare eligible for Energy Saving Recommended status as determined by the Energy Saving Trust.
"EnergiKare is much more than an IGU," said commercial director David Stoker. "It is an opportunity for window companies who partner with us to add value to their windows and make use of the backing of a recognised brand from Pilkington, with a full and comprehensive advertising campaign."