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E.ON logo

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shift in brand perception

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brand uplift in all markets

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views of video content

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.

Vizeum

Vizeum wurde 2003 als Challenger Brand des Dentsu Aegis Network gegründet und agiert weltweit in 57 Märkten als innovativer Partner für Unternehmen in der technologisierten und digitalisierten Welt. Durch das Zusammenspiel von Data, Media und Technologie entwickelt Vizeum Kommunikationslösungen für das nachhaltige Geschäftswachstum ihrer Kunden: „Accelerating Business Growth Through Media“.

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