Challenge

Invisible, generic, over-crowded - the energy market is a tough place to be. Price comparison websites have commoditised the market, and feelings of distrust surround it. Our challenge was to set E.ON apart, by giving people a reason to care about their energy supplier.

Air pollution is one of the biggest challenges facing the world today, contributing to 1 in 20 UK deaths.

Energy generation is a major contributor. But whilst most talk ‘green’, E.ON have gone further than any other in terms of taking action. They’re on a mission to become a sustainable energy enabler.

Solution

We designed a campaign to generate as much coverage as possible, without the cost of broadcast.

Starting with the world’s first pollution-eating document, E.ON outlined their green policies in the world’s first pollution-eating document. Designed to demonstrate E.ON’s commitment to clean air; the document was printed on special stock infused with titanium dioxide, so, even as people read it, they were cleaning the air around them.

Then we made the invisible, unmissable, with an audacious pair of 16ft lungs were installed in central London. 

The lungs tracked air pollution across the capital and reacted by filling with smoke when levels surpassed those set by the World Health Organisation. Creating a shocking visual of the impact that air pollution has on our health.

Using everything from social and DOOH to cinema and online films, we amplified the lungs, generating unprecedented levels of media coverage. Then we targeted the UK’s most polluted cities. Live data localised the problem. And facial recognition personalised it. The out of sight was now front of mind.

Impact

With a campaign that punched well above its weight, we delivered outstanding results and helped E.ON kickstart their clean energy future. We reached over 120m people through media coverage.