E.ON launches its first campaign since consolidating UK marketing communications

E.ON is rolling out its new smart energy pay as you go initiative with a multi-channel campaign across TV, radio, social media, and internal communications activity.

The campaign will be E.ON’s first since it consolidated all of its UK marketing communications into Engine’s creative agency WCRS and will promote E.ON’s new smart energy meter which will send readings automatically and allow users to view and pay through a dedicated app.

The Smart Pay As You Go meter is already being piloted by some E.ON customers and the energy supplier hope that it will encourage customers to register their interest ahead of its major roll out beginning in 2016.

To create the campaign Engine’s WCRS partnered with Andrews Aldridge to create a TV ad depicting outrageous scenarios where an E.ON customer can control and pay for their energy. The media planning and buying for the campaign was carried out by Mediacom while Hill+Knowlton Strategies handled the PR activity.

Marketing director at E.ON, Anthony Ainsworth, said the new service was a result of feedback from customers who “have been telling us that they want more control over how they pay for and use their energy”. He added the company was “excited to be launching this new, fully integrated campaign to help communicate the benefits to our customers.”

Debbie Klein, chief executive of Engine, was “thrilled” to deliver its first major integrated campaign with E.ON which she said would “help build E.ON’s reputation as a truly customer focused business”.

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