TALK\
E.ON Thanks Fans for Creating a Greener FA Cup
16\05\2008
View ‘E.ON Carbon Footyprint ‘
Our latest work for E.ON marked the end of the Carbon Footyprint Campaign at the FA Cup Final between Cardiff City and Portsmouth.
As sponsors of the FA Cup, E.ON’s Carbon Footyprint campaign has encouraged over 163,560 energy saving pledges made by supporters this season, saving over 22,900 tonnes of CO2 – which is enough CO2 to fill Wembley Stadium eleven times. The saving is also equivalent to watching over 88 million football matches on TV or boiling 420 million kettles for your half time cuppa.
Launching in November 2007, the Carbon Footyprint campaign was brought to life using a range of advertising mediums including TV, press, online and match day activities. Linking its energy expertise and football connections, E.ON encouraged fans that their collective passion can be harnessed for a greener environment.
The final stage of the campaign is a dedication to the fans as a thank you for their support in reducing the environmental impact of The FA Cup. It features committed Cardiff City and Portsmouth supporters who made simple energy saving pledges to help cut their own emissions.
Catherine Woolfe, Head of Advertising and Marketing Communications at E.ON UK, said: “Our strategy this season revolved around our ability to get football fans to rally to the idea that they could do something to reduce the FA Cup’s carbon footprint. However, carbon reduction and football are not natural partners and we therefore needed to develop a marketing communications strategy which not only informed and educated, but also encouraged and motivated fans to change their behaviour.
“By truly understanding what is important to fans and then representing this in our strategy we have been able to create a strong advertising campaign which has really connected with them. The proof of this really is in the pledges.”
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