E.ON

The Brief

Engage generation ‘Y’ in a relationship with E.ON that champions new ways to use energy in the home and empowers them to enlist others in an energy revolution.

Concept/Proposition

Call to Action:

Help E.ON lead the biggest energy revolution in a generation.

Tone of Voice:

Open, honest, urgent, fresh, emotive, warm hearted.

Target Audience

18-25’s have been labelled the most educated, affluent, assertive and IT-literate generation in history, the ‘digital natives’ spending their childhoods in cyberspace and teenage years in MySpace.

Dubbed the ‘internet generation’, they owned computers and mobile phones very early on in life, wrote blogs, listened to iPods and downloaded music. They value motivation and doing things for the love of them over money and other material concerns. They use technology to help them.

The level of technology in their daily lives revolves around the energy they use. This will need to be sustained into the future and they will need to be the ones to help achieve this. The energy future that E.ON is building needs bright, young, talented people to make it happen not only as consumers, but also as employees helping to lead it.

Considerations

• E.ON’s ambition is to be the first energy company to emotionally connect with people through providing simple, effective products and services beyond basic supply. E.ON want people to see that they can choose an energy brand that they trust, based on added value and differentiation through unique technology and services.

• The results E.ON want to achieve are driven by a necessity to harness a forthcoming community approach to energy. In the near future distribution of energy will move from national to local level with more decision-making by communities, firstly in the energy they use but also the surplus energy they feed back into the wider network.

• You may need to think about how you can change perceptions to make saving energy considered ‘cool’ or ‘appealing’ and wasting energy as socially unacceptable. How can you make a decarbonised lifestyle appear attainable and desirable, something for 18-25’s to aspire to in partnership with E.ON?

• How can you reach the target audience influencers – these are the individuals who lead the way in shaping opinions and can be recognised as the leaders amongst their generation?

• The best examples of Direct Communications are not only relevant to the audience they are appealing to, but are measurable and form the basis of a continuous campaign between brand and consumer. Winning work will demonstrate how these objectives can be achieved.

• Is the use of E.ON’s branding necessary for your response? How does the target audience respond to branded and unbranded types of communications? Can they change the perception of a brand by presenting the central messaging before identifying the organisation?

Mandatory Requirements

Use of the E.ON Logo on the first part of your campaign is optional. If you choose the unbranded route, you will need to detail ‘your reveal’.

Deliverables

This category will be judged in two rounds with physical work not required until round two. Please see the Formatting Guidelines PDF.

Studio Deadline

Tba