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December 5, 2007

E.ON goes on green tour

Energy provider E.ON took its green message direct to consumers through a roadshow campaign aimed at getting across the importance of saving energy in the home and office, as well as supporting its current TV advertising campaign.

The E.ON Energy Challenge is based around a walk-through, interactive ‘house’, inside which consumers can discover everyday energy-saving tips. The experience first appeared in London’s Covent Garden from 22 to 24 October, then visited Liverpool (1 to 3 November) and Norwich (20-22 November).

E.ON the road: pushing the energy-saving message

Greeted at the entrance by E.ON Brand Ambassadors, consumers were given an Energy Challenge game card, and given the task to find the answers to five energy-saving questions inside the interactive ‘house’. Consumers can explore a fully-equipped kitchen, living room and study, where energy-saving messages are creatively positioned on relevant items, such as ‘only boil enough to fill the cup’ coasters and ‘keep the lid on while cooking vegetables’ recipe page.  

The experience ends in the outdoor E.ON energy oasis, where bean bags, deck chairs and head massages are on offer for people to ‘relax and save their own energy’. Consumers who complete the Energy Challenge are rewarded with an E.ON branded energy-saving light bulb, or an activity sheet for children to help them start making energy savings at home.  

Positioned beside the Energy Challenge house is a Wind of Chance game, that brings to life E.ON’s current TV advertising campaign Wind of Change. Here, consumers are challenged to enter a Crystal-Maze style game in a glass-fronted, E.ON branded beach hut. Contestants have to collect as many red flying tickets as possible in 20 seconds, accompanied by music from the TV ad. Prizes including eco kettles and power-down plugs for those who catch between 10 and 15 tickets, while energy-efficient children’s lamps are available for kids.

"We decided that a roadshow would further integrate our brand activity,
building on the success of our advertising campaign and bringing it to life," said Nick Sandham, PR manager at E.On UK. "The reaction to the roadshow was fantastic, engaging consumers with energy efficiency advice and communicating what we can all do to reduce our impact on the environment. It has certainly played its part in communicating the rebrand of Powergen to E.ON."

Meanwhile, Joss Davidge, marketing director at BEcause Experiential Marketing, which created the roadshow and game experience, commented: “This activity brings to life the energy and buzz of E.ON’s latest Wind of Change TV ad and helps people understand how much they can do to save energy and money in their homes and offices. The activity is acting as a key PR platform for E.ON as it communicates the role it is playing in helping to protect our environment.”
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