Engine is launching its first work since being appointed by E.On with a multi-channel campaign promoting Smart Pay As You Go – a new way of paying which it is claimed will transform how customers manage the energy they use.
This is the first fully integrated campaign since the energy giant consolidated its advertising and direct marketing accounts into Engine in May.
The campaign has been created by Engine agencies WCRS and Partners Andrews Aldridge, with media planning and buying by Mediacom and PR activity by Hill+Knowlton Strategies.
The main thrust of the activity is a TV spot, which depicts scenarios where a customer is able to use E.On’s Smart Pay As You Go mobile app in increasingly surreal situations, showing how customers will be able to control and pay for their energy whenever and wherever they want to.
The positioning runs throughout the campaign, across a range of channels, including radio, digital display, PR, social media, and internal communications activity.
Some customers have already chosen Smart Pay As You Go as part of E.On’s pilot and it will be rolled out more widely from 2016. The purpose of the campaign is to encourage customers to register their interest.
E.On marketing Anthony Ainsworth insisted the scheme has been developed to ensure that all its customers are treated fairly, no matter how they choose to pay for the energy they use.
He added: “As part of this process we’ve taken on board feedback from our customers who have been telling us that they want more control over how they pay for and use their energy – and Smart Pay As You Go helps them achieve that.
“This is just one of the many ways in which we’re helping customers to better manage their energy use and spend and we’re excited to be launching this new, fully integrated campaign to help communicate the benefits to our customers.”
Engine chief executive Debbie Klein said: “We believe [the campaign] will help build E.On’s reputation as a truly customer focused business that is always striving to make energy easy for its customers.”
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