0
shift in brand perception
0
brand uplift in all markets
0
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.
Carat: Vodafone X
How Vodafone capitalised on TikTok's exploding growth for their Youth product, Vodafone X.
dentsu X: Energia
dentsu X: IKEA
How we stopped interrupting what people were interested in and became what they were interested in
Carat: Bank of Ireland
How Bank of Ireland Became Pathfinders: Leveraging data for Customer Centric Marketing in Finance
Tuesday 18 June:
Data & creativity
Data & creativity: Data and analytics driving personalisation. Creating consumer experiences & meaningful connections.
Thursday 20 June:
Winning in the digital economy
Winning in the digital economy: Trust, ethics & transparency.
Wednesday 19 June:
Japan day
Japan day: Innovation & technology. Driving greater client-centricity.
Friday 21 June:
It's a wrap
It's a wrap: Highlights from the week in Cannes.
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BWM Dentsu: Project Revoice
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