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E.ON launches strategy to change energy and reshape the UK’s energy market through new campaign from TBWA\LONDON

29\06\2007

E.ON, the UK’s largest integrated electricity and gas company and the company that runs Powergen, is launching its strategy to reshape the energy market by leading a change for the better. In a category where consumers have only been presented with a choice based on price and purchasing energy is seen as a necessary evil, energy companies are seen as faceless large corporations lagging behind other markets and contributing to global environmental issues.

E.ON wants to change the way people think about energy — where we get it from, how it is brought to customers, how it is used and how it feels to be a customer of an energy company.

Nick Horler, Managing Director of E.ON Retail, said “Consumers are calling out for a change. E.ON has the expertise and scale to change energy, making a difference for both our customers and the environment. We’re developing one of the world’s largest offshore wind farms right here in the UK and bringing more renewable energy to our customers. With the launch of a new advertising campaign we’re getting the message across that it’s because we’re part of E.ON that we can do this.”

The first platform for this change is a new advertising campaign, through TBWA\LONDON, that launches on 29th June.

The fully integrated campaign seeks to increase awareness of E.ON in the minds of consumers and continue to explain the relationship between Powergen and E.ON. TV, press and posters will run in addition to the ITV national weather idents, which are now in their 18th year and will change to E.ON from Friday. An updated red logo will be revealed for Powergen, in line with E.ON’s look and feel.

Nick Horler continued “This campaign marks a significant time for both E.ON and Powergen. It’s not just about bringing the brands closer together creatively but also demonstrating what being part of the world’s largest investor-owned electricity and gas company means for our customers.”

On Friday, ‘Wind of Change’, the first of two TV campaigns, highlights E.ON’s unique and progressive stance on renewable energy through the company’s investment into developing one of the world’s largest offshore wind farms built in the UK. The 60” ‘Wind of Change’ execution features a sleepy British coastal town invigorated by an energetic, optimistic wind that lifts the spirits of all those in its path, illustrating the wind of change that E.ON is bringing.

Launching on the 2nd July a second commercial ‘Go Green’ (40’) is a similarly uplifting ad and will introduce Go Green, Powergen’s renewable energy product, inviting consumers to let the power of nature into their homes and sign up to the first combined 100% green dual fuel energy product available in the UK.

The new E.ON ITV national weather idents, also running this Friday, will illustrate the relationship between E.ON and Powergen using a variety of parent and child creative executions.

The campaign was created by Danny Brooke-Taylor, with media planning and buying through Initiative.

Steve Henry, Executive Creative Director at TBWA said “It’s always exciting to work with people who are genuine agents of change. This commercial really captures the excitement of a new beginning in the energy industry”.

-ends- For further information or images please contact: Nick Sandham, nick.sandham@powergen.co.uk 02476 181307/ 07921 943468 After 2nd July - Avril Canavan, avril.canavan@tbwa-london.com 020 7573 7113

Notes to editors Credits Project name Client — E.ON UK Brief — To introduce E.ON to the British public as the force behind changing the nation’s energy for the better. Creative agency — TBWA\LONDON Copywriter — Danny Brooke-Taylor Art director - Danny Brooke-Taylor Planner (creative agency) — Tom Morton Media agency — Initiative Media planner — Max Lucas Media spend £ - undisclosed Production company - HSI Director — Andy Lambert Editor — Bill Smedley, Work Post-production — The Mill Audio post-production — Grand Central Exposure - National television, press, poster, idents.

Author:

Avril Canavan

Tags:

e.on

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