E.on Next / CAMPAIGNs, identities & photography
CONCEPT / ART DIRECTION / PRODUCTION MANAGEMENT
crafting the new voice of renewable energy
Being a new contender in a highly competitive market means E.ON Next had the task and space to carve out what their voice was in multiple arenas, and to communicate this to customers and prospects.
As the sustainable arm of E.ON, E.ON Next delved into areas of conversation that hadn’t been had before, and wanted to find the angles of modernity and relevance in an industry saturated with false promises and negative sentiment.
Below are some of the most prominent pieces of work I was involved with that showcase the forward thinking approach within the in-house team to encapsulate and communicate those desires.
Next smart saver tariff campaign
Promoting a time-of-use tariff to help customers save on every day activities
ROLE:
CONCEPT / ART DIRECTION / DESIGN / CREATIVE MANAGEMENT / THIRD PARTY MANAGEMENT
BRIEF:
E.ON Next created a time-of-use tariff, Next Smart Saver, that would allow customers to save on their electricity with the creation of peak, off-peak and super off-peak pricing and needed a cross-platform campaign and agency management to shout about it from the rooftops.
SOLUTION:
We created a unifying savings based message, focused specifically on the 7pm to 2am time segment, with a core graphic that would unify the recognition of the campaign across various platforms.
Secondary messaging and designs highlighted how customers could save simply by shifting when they use their appliances, reminding them specifically during the 7pm to 2am window when we could effectively communicate that in that exact moment they could be saving energy with E.ON Next.
Next pledge tariff campaign CONT.
Celebrating A savings promise at st pancras & imax
ROLE:
CONCEPT / ART DIRECTION / DESIGN / CREATIVE MANAGEMENT / THIRD PARTY MANAGEMENT
BRIEF:
With the energy price cap shifting E.ON Next wanted to again promote it’s Next Pledge tariff, a tariff that would guarantee prices on that tariff stayed under the price cap. This was a market-leading proposition and needed a campaign that could match that gravitas.
SOLUTION:
To recognise the tariff and to create mass awareness in the nation’s capital we created a location specific, celebratory campaign that brought the proposition to life at St Pancras, Waterloo and the IMAX. Our characters went on their own commute, with nods to rail transport alongside bursts of colour, all of which created a show stopping visual experience that stood alongside a compelling sales message.
With on location filming, we were able to bring this London based activation to life across social media, spreading the word and impact that Next Pledge would have on the lives of it’s customers, with tangible testimonials from commuters across the capital.
next pledge tariff LAUNCH experiential
celebrating life under the (price) cap
ROLE:
CONCEPT / ART DIRECTION
BRIEF:
E.ON Next was launching it’s Next Pledge tariff, a tariff that promised to keep your bills under the price cap. This was a first in market proposition and it needed a launch that was just as monumental.
SOLUTION:
We created an event on the banks of the Thames that would showcase Next Pledge to Londoners, and highlight all the stress free benefits of staying below the price cap. And how better to bring the Pledge promise to life than a giant “price“ cap that hosted a suite of goodies and interactions that spoke to the comfort and happiness of staying under the price cap. With food, drink, giveaways, an on-site disco and masseurs, we ensured that visitors knew that with a simple switch they could enjoy this feeling daily.
GODIVA FESTIVAL SPONSORSHIP
keeping festival goers charged with self-made sustainable energy
ROLE:
CONCEPT / ART DIRECTION / CREATIVE MANAGEMENT
BRIEF:
E.ON Next had full main sponsorship of the Godiva music festival in Coventry. As well as a suite of main sponsor benefits, the package also included prime real estate at the festival location. They required a bespoke experiential solution that would spotlight the brand by giving back to festival goers.
SOLUTION:
We investigated some of the main energy needs of festival goers, and one thing struck a cord with the brand. Festival goers want to document their whole experience, and that means a strain on their devices, often leading to over 70% of festival goers running their batteries to empty. We decided that the prime brand opportunity would be to create a space that allows attendees to charge their phones so they can go on and on documenting their day, with all electricity sustainably created.
We commissioned a kinetic energy producing dancefloor and swing, so festival goers could either get their groove on, or take a break from the madness, with their actions directly producing the energy that will be charging their devices. And that experience, was the Power Up Hub.
Smart meter campaign
Promoting smart meter with tangible positive experiences
ROLE:
CONCEPT / ART DIRECTION / CREATIVE MANAGEMENT
BRIEF:
Even though E.ON Next has actively promoted smart meters for many years, the customer adoption rate continued to be incredibly low. With the last remaining adoptees having the the most unwavering negativity towards smart meters, they required a campaign that would utilise a different tactic to the previous attempts.
SOLUTION:
With a lot of the negativity around smart meters deriving from naysayers and conspiracy theorists, we decided on an honest human-first approach to our campaign, utilising real testimonials from customers in a big way. We created a campaign that put the satisfaction back in smart meters, so that customers could really experience “smahhhrt“. With a suite of bespoke films we showcased real customers up and down the UK, and highlighted how smart meters have changed their relationship with their energy use in a positive and tangible way.
Loyalty programme identity
creating a loyalty scheme with layered benefits
ROLE:
CONCEPT / ART DIRECTION / CREATIVE MANAGEMENT
BRIEF:
With price being the biggest determining factor when it comes to a customers decision to switch energy providers, E.ON Next needed an incentivisation for customers to make the switch. With existing Loyalty programmes currently offered by competitor energy providers, E.ON Next decided on a tiered approach that would reward customers who make positive shifts in their energy behaviour, which would ultimately save them money and save the world some unneeded CO2.
SOLUTION:
Next Plus, a tiered loyalty programme that came with landscape of rewards, from money off online shopping, to a suite of sustainable offers, the programme spoke to the many natures of E.ON Next.
With a logo that visualised these extra benefits, a topography inspired shape system, bespoke character illustrations and custom named tiers, we created a design system that could grow and level up alongside the customers loyalty journey.
Eco-anxiety campaign
Tackling Gen-Z’s eco-societal pressures with a suite of digital resources
ROLE:
CONCEPT / ART DIRECTION / CREATIVE MANAGEMENT / THIRD PARTY MANAGEMENT
BRIEF:
With sustainability at its heart, E.ON Next wanted to know what kind of impact climate change was having on the youth of today. So they commissioned a report into that exact question, and the findings were shocking. The report found that 58% on Gen Z felt overwhelmed by climate pressure, 50% of psychiatrists have young patients feeling helpless about the environment, these are just two of many alarming statistics found by the report.
As an energy provider E.ON Next had a key role in the fight against climate change, and helping those that are worried about the future of the planet with real practical aid to help their growing anxiety in regards to climate change , and anxiety known as eco-anxiety.
SOLUTION:
We created a campaign that would tackle eco-anxiety head on. First, educating people on the feelings they are having, making them feel seen and recognised. Secondly, providing them with tangible tips on how to manage this stress.
Working with Acast we commissioned a series of podcasts that would do exactly that. Allow listeners to learn about eco-anxiety through the lens of the hosts, with secondary episodes that included the likes of meditations or soundbaths, to help alleviate stress.
We also worked with host of TikTok influencers from across the spectrum to communicate with Gen Z on the most relevant platform.
Employee & Leadership team photoshoot
Capturing the faces and spaces behind the brand
ROLE:
CONCEPT / ART DIRECTION / CREATIVE MANAGEMENT / THIRD PARTY MANAGEMENT
BRIEF:
E.ON Next had grown exponentially and had never had professional photography that didn’t derive from it’s mother brand, E.ON, who had very different branding and photography styles.
SOLUTION:
We planned two photographic shoots. The first to capture photography of our team members at our Nottingham and London offices, and the second to shoot headshots for our new larger leadership team.
Our staff photography was concepted with a fly on the wall approach, no stage or actors, just real Nexties at work. We captured a suite of scenarios, both individually and grouped to show the day-to-day world of E.ON Next.
And when it came to our leadership photography, we still wanted that natural, transparent, and fun sentiment to shine through. We concepted a behind-the-scenes style shoot, wherein members were positioned in front of an unrolled infinity background, with classic and simple seating. The positions were natural and led by their comfortability, as we wanted their true personalities to shine through.
