兔子先生

Challenge

E.ON needed to improve their share of the utility market. Awareness of E.ON as an energy supplier was not a problem but differentiation was. 

With the unveiling of their new range of environmentally-friendly products to customers in Europe, E.ON needed a new campaign to communicate this shift in business strategy to customers.

E.ON needed to be considered as the ‘un-utility’ brand to in turn re-engage their audience.

Solution

E.ON are innovators providing solutions that help make sustainable tomorrows, such as Solar Energy, and their electrical vehicle charger – E.ON drive. Through a brand stories content strategy Vizeum positioned E.ON as a purpose-led brand focused on energy supply, renewables and energy networks.

The focus of this execution was a collaboration with the band Gorillaz (a band that cares about sustainability). It was a music video unlike anything fans had seen before; a music video powered entirely by the sun.

Result

Business
Shifted perceptions of E.ON from simply a supplier of energy to one of amazing solutions by 94%.

Generated a massive brand uplift in campaign markets: UK (146%), Germany (199%), Italy (443%), Czech Republic (251%), Sweden (100%).

Media
156m views of video content reaching 78m people.

Influencer content generated 460k social engagements with an engagement rate of 2%.

The E.ON Drive campaign hit almost 2m engagements making clear progress towards shifting the perception of E.ON towards an un-utility brand.