29 June 2007 13:50
E.ON launches strategy to change energy and reshape the UK’s energy market
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’s Retail business 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 aiming to bring more renewable energy to our customers. With the launch of a new advertising campaign we’re getting the message across that it’s only 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 today (Friday 29 June).
The fully integrated campaign seeks to increase awareness of E.ON in the minds of consumers and continues 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 today. An updated red logo will be revealed for Powergen, in line with E.ON’s look and feel.
Nick Horler said: “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 in developing one of the world’s largest offshore wind farms, which will be built in UK waters. The 60-second ‘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 Sunday 1 July, a second commercial ‘Go Green’ (40’) is a similarly uplifting ad and will introduce Go Green from Powergen, 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 from today, 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.
Danny Brooke-Taylor, Creative Director at TBWA\LONDON said: “It's a privilege to work with a brand committed to change, and that possess the nuts big enough to actually make it happen.”
Ends
For further information, images or details of a Live Link web site to view the ad campaign and weather idents please contact:
E.ON UK
Nick Sandham, 02476 181307, nick.sandham@powergen.co.uk
Cara Ponton 02476 181303, cara.ponton@powergen.co.uk
Victoria Blake 02476 181304, victoria.blake@powergen.co.uk
Nikki Hughes 02476 181309, nikki.hughes@powergen.co.uk
TBWA\LONDON
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.