This winter, E.ON Next is spearheading a nationwide energy-saving initiative by transforming London’s bustling St Pancras Station into an interactive hub of energy and money-saving advice. The campaign, running until early February, introduces the ‘Next Pledge Tariff’ – a fixed-term tracker tariff that promises energy prices will remain £50 below the Ofgem price cap.
At the heart of the campaign is a vibrant takeover of St Pancras, featuring eye-catching digital animations and a witty voiceover riffing on the iconic “mind the gap” slogan with a clever twist: “mind the cap.” The installation invites commuters to pause and explore practical ways to lower their energy costs. Beyond the station, the campaign extends to digital, audio, and out-of-home platforms, offering a seamless blend of information and inspiration.
A Commitment to Affordable Energy
Julian Lennertz, Chief Commercial Officer at E.ON Next, explained the company’s mission: “With energy prices rising, we’re committed to helping customers start their year on the right track with more affordable options. Our ‘Next Pledge Tariff’ allows customers to beat the price cap, offering peace of mind and reaffirming our commitment to affordability and transparency.”
E.ON Next’s initiative aims to empower consumers with actionable energy-saving tips and clear guidance on switching to more cost-effective tariffs. The company’s promise extends beyond a simple product offering, fostering trust and accessibility in a climate of financial uncertainty.
Innovative Media Partnerships
The campaign was developed in collaboration with behavioural media agency Total Media, media owners JC Decaux, and Talon. Mandy Arora, client leadership business director at Total Media, highlighted the campaign’s impact: “At a time when energy costs are top of mind, this campaign showcases how media can drive meaningful change. By merging innovative media placements with behavioural insights, we’ve crafted a strategy that not only captures attention but inspires action.”
Danny Gilchrist, E.ON Next’s senior campaign lead, added: “This campaign is about starting the year on the right track and encouraging consumers to rethink their energy choices. Our partnership with Total Media has helped deliver impactful messaging that resonates deeply with our audience. We’re excited to see the St Pancras takeover in action and look forward to rolling it out nationwide.”
A Moment of Discovery for Commuters
The St Pancras takeover transforms the everyday commute into an opportunity for discovery, blending dynamic visuals with practical advice. Commuters can learn about the benefits of the ‘Next Pledge Tariff’ and find simple steps to switch by visiting www.eonnext.com/save. This innovative approach aims to demystify energy savings and empower consumers to take control of their bills.
Ella Britton, strategy director at Total Media, underscored the campaign’s significance: “Launching this campaign with E.ON Next marks a significant step in helping consumers tackle rising energy costs. By integrating creative planning with behavioural insights, we’ve developed a campaign that engages audiences on a deeper level and drives meaningful action.”
Conclusion
As the energy landscape evolves, E.ON Next’s ‘Beat the Price Cap’ campaign demonstrates the power of innovative media to address pressing consumer concerns. With its bold St Pancras installation and a nationwide rollout, E.ON Next is setting a high bar for energy providers, proving that affordability and customer-centricity can go hand in hand.
Source:https://www.eon-uk.news/news/new-year-resolution-from-e-on-uk-beat-the-price-cap-this-winter
