ESB Customer Supply in Energy Efficient Programme

The Spring CFL campaign is a key part of our 2006 Energy Efficiency Programme.

The promotion of CFL bulbs consistently delivers the biggest share of our energy efficiency gains and so we are running a retail promotion in cooperation with Philips and Tesco.

Specifically, Tesco stores nationwide will offer a "buy one get one free" offer on a selected CFL bulb for a limited period. Our objectives for this campaign are:

• To sell 50,000 Philips CFL bulbs through Tesco stores nationwide.
• To raise awareness of the benefits of CFL bulbs in the mass market (saves you money and is good for the environment).
• To create a strong association between ESB Customer Supply and energy awareness.
• To enhance the positioning of the ESB Customer Supply brand.

TARGET AUDIENCE:
The target audience for the campaign is the mass residential market. In particular, we will target household shoppers (especially Tesco customers).

MEDIA & TIMING: The campaign starts on 1st March and will continue until the end of April 2006 (or while stocks of promotional CFLs last).

Specific timings are as follows:

• Radio: We have a 30-second advert outlining the detail of the promotion. This will run from 20th March until 9th April 2006.
• Energy at Home: this insert features the offer and will run through the March/April billing cycle.

Contact Person for Further Information: Miriam McDonald, CRM Manager, ESB Customer Supply