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Starcom creates multisensory OOH campaign for E.On

Starcom has launched a multisensory campaign for E.On’s renewable offshoot E.On Next

E.On has launched a multisensory out-of-home (OOH) campaign for its renewable energy branch E.On Next.

Created by Publicis-owned Starcom alongside OOH media owner Limited Space, the campaign features ‘scent showers,’ ‘sound boxes’ and eye-catching colors to drive awareness of E.On’s renewable offshoot.

Running from November 1 to November 14, the campaign takes over the lifts of popular UK shopping centers across London, Edinburgh, Sheffield, Newcastle, Manchester, Glasgow and Liverpool, replacing them with ‘Positivity Boxes.’

The 360° lift wraps have been designed in-house and cover the walls inside and out with colorful red E.On Next posters, with text such as ‘positive vibes can help save the planet.’

Motion sensors spraying ‘comforting’ scents such as bergamot, orange and lavender have been installed, and soothing sounds will be played to ‘further entice this feeling of positivity.’ There will also be a voiceover sharing positive messages and telling shoppers to ‘breathe in and breathe out and visualize saving our beautiful planet with cleaner energy.’

Patricia Synephias, brand and marketing manager at E.On Next, said: “Our brand is built on the belief that climate action needs to be enjoyed, else it won’t last. So the thought of making this positivity tangible to people really fits with our times.”

“With this campaign, we wanted to get consumers thinking more actively about their energy, something they might not see and think of every day, by putting it right in front of them in an unmissable way,” added Ben Millar, business director at Starcom.

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