E.ON urges customers to compare energy use

E.ON, one of the big six energy suppliers in the UK, is launching a campaign that urges customers to compare their energy use with other households.

Two TV spots will break tomorrow night (12 October) during an episode of ‘The X Factor’. The campaign will be backed by digital, social, PR and direct executions.

The first TV spot introduces Sarah, who cannot help but compare her fridge to those belonging to her friends who own increasingly elaborate models. The ad explains that Sarah can now measure her energy use against her friends' by using E.ON’s online ‘Saving Energy Toolkit’.

The second ad follows a similar narrative with a protagonist called Paul who compares his mates’ TVs. The ‘Peepshow’ actress Olivia Coleman provides the voiceover for both ads.

DLKW Lowe created the spot. Ben McCarthy and Seb Housden wrote and art directed the activity and Scott Corbett directed, through Outsider. MediaCom handled the media planning and buying, DigitasLBi handled the digital aspects of the campaign and Havas EHS was responsible for the direct marketing.

Anthony Ainsworth, sales and marketing director at E.ON, said: "From speaking to our customers, we know they want more insight and understanding about their energy but often find saving energy dull.

"By tapping into the truth that we all compare ourselves to each other, we have a fresh and engaging hook to get people to see how they stack up and ultimately help us to help them use no more than they need."

Earlier this month, E.ON axed its StayWarm deal, which offered fixed-price energy to people over 60s. The company explained in reports that the move was a result of Ofgem rules limiting the number of tariffs energy companies can offer.