Energy giant e.on is launching a fully integrated national campaign to make energy more “visible” to consumers.
The through-the-line campaign, which was created by TBWA/London, will launch this Sunday (March 16) with a TV ad. The media planning and buying is through Initiative. It will use the tagline “See it and save” and will be followed by press, poster and online ads.
The 40and 30-second ads are based on the idea of making energy “visible” and feature consumers carrying clusters of light. The campaign aims to promote e.on’s Energy Challenge website, which claims it can save consumers up to £160 on their bills.
TBWA executive creative director Steve Henry says: “The idea is that e.on can help people understand how they use their energy better, so we show a guy walking around his house carrying a bundle of live energy – which he distributes or restores by his various actions.”