E.ON alters ad strategy in move to loyalty focus

By Matthew Chapman, marketingmagazine.co.uk, Tuesday, 09 October 2012 08:00AM

E.ON is dropping its animated style of ads, introduced in 2009, in a push to differentiate itself from its rivals and turn its attention to rewarding customer loyalty.

E.ON: latest activity moves on from animated style

E.ON: latest activity moves on from animated style

The energy firm's new marketing team is leading an overhaul of its ad strategy in an attempt to appear less "remote".

Anthony Ainsworth, who now holds the combined role of sales and marketing director, following the departure of marketing director Jeremy Davies last month, is spearheading the changes.

Daren Carter, the head of marketing communications who joined E.ON last year following the exit of Catherine Woolfe, has also been instrumental to the roll-out of the plan.

A multimillion-pound campaign breaking on Saturday (13 October) will focus on the company's "best deal for you" push.

This will seek to position E.ON as "simple, fair and transparent". Last month E.ON reduced its number of tariffs from 11 to five in a drive to help achieve these aims.

The TV spot will demonstrate the various ways in which people use a kettle and seek to convey the message that, though everyone uses energy differently, each customer wants to be on the best tariff.

Carter said E.ON had made changes to the ads' style because it was "concerned" about several factors, including the issue that consumers saw the "big six" suppliers as one homogenous group due to their use of illustration in ads.

Strategically, E.ON's future marketing will place more emphasis on existing customers, with a greater focus on rewarding their loyalty, according to Ainsworth.

The brand has already launched a tariff that gives a discount to customers who have been with the company for more than 12 months.

Ainsworth's minimum expectation is to maintain market share, with new customers attracted by the brand's reputation for rewarding loyalty.

This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Consultant Ball & Hoolahan £44,000 per annum, London (Central), London (Greater)
  • Brand Manager Ball & Hoolahan £40,000 per annum, London (Greater)
  • PR Manager Fashion & Retail Personnel Consultancy £35000 - £40000 per annum + benefits, London
  • Head of Ecommerce (8 month maternity contract) Fashion & Retail Personnel Consultancy £50000 - £60000 per annum + bonus and benefits, London
  • Events Manager Fashion & Retail Personnel Consultancy £40000 - £50000 per annum, London