Just for you, E.ON

E.ON, the energy supplier, turned confusing sales points into personalised benefits, and broke new ground with a totally un-utility approach to selling energy in the UK.

Campaign details

Agency: Engine, Partners Andrews Aldridge

Comparison websites make winter a crucial time for energy providers.

Thousands are looking to switch so the campaign needed to make E.ON stand out to new customers, with a budget that was a fraction of their competitors'.

Strategy

Given E.ON operates in a low interest, low engagement category, it was assumed customers don't care about their energy supplier.

But social listening soon showed they do.

Whether it was feeling proud to have found a more suitable tariff, or relieved at having locked down a great deal, customers cared - and they cared...

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