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E.ON’s New ‘Un-Utility’ Marketing Campaign Looks to the Future of Energy

An E.ON Energy ad imagines the streets of Barcelona as a giant swimming pool, heated ‘from thin air’ with their technology. | Image credit: E.ON Energy UK/YouTube

Electricity and gas company E.ON Energy has launched a new campaign in hopes of challenging the norms in the utilities sector and exploring what can be done differently.

The first ad shows Barcelona’s city streets transformed into a giant swimming pool that is heated by E.ON’s air source heat pumps. This E.ON technology has already heated an Olympic-sized swimming pool by harnessing energy in the air, combined with electricity. The ad, of course, imagines this technology’s capabilities on a much larger scale.

“[The campaign] mirrors the bold and pioneering approach that we want to bring to our customers’ lives by offering exciting new ways of engaging with energy – creating smarter homes, more sustainable solutions or simply better supporting their individual energy needs,” Belinda Moore, the company’s board-level marketing and communications director, told Marketing Week.

Since joining E.ON a year ago, Moore has been working on the company’s purpose and what stories it wants to develop. Moore says her previous roles in the healthcare and consumer goods sectors are supporting her efforts to shift E.ON’s messaging from being mostly product-focused to being more brand and purpose-focused.

“In the same way as we’ve transformed our company over the last couple of years, becoming known for more than gas and electricity supplies, we’re working to transform our brand to truly represent the help we can give our customers today and in the future,” Moore added.

E.ON has been working towards being more customer-oriented, sustainable and innovative since it shifted its corporate strategy in 2014. In the lead-up to making its three core businesses renewables, distribution networks, and customer solutions, E.ON systematically optimized its generation fleet and production costs, laying the foundation for sustainable profitability. Today, E.ON’s innovation efforts include technologies such as electric vehicles and solar and battery technologies, in addition to equipment like the heat pumps.

Launched in 2006, Sustainable Brands has become a global learning, collaboration, and commerce community of forward-thinking business and brand strategy, marketing, innovation and sustainability professionals who are leading the way to a better future. We recognize that brands today have… [Read more about Sustainable Brands]

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