Starcom Launches Multi-sensory Campaign for Renewable Electricity Supplier E.ON Next

Starcom has today announced the launch of a new multi-sensory campaign for E.ON Next, the renewable electricity* sub brand of energy supplier E.ON.

Illuminating the senses with scent showers, sound boxes and unmissable vibrant colours, this new campaign seeks to drive awareness of E.ON Next by making energy more 'real' for shoppers. The campaign, working with OOH media owner Limited Space, will tackle the senses in order to promote ‘positive energy’.

For the next two weeks, E.ON Next will be taking over the lift areas of some of the UK’s biggest shopping centres across London, Edinburgh, Sheffield, Newcastle, Manchester, Glasgow and Liverpool with ‘Positivity Boxes’. Targeting shoppers while they are transported from floor to floor, the Positivity Boxes will feature 360o interior wraps, designed by the in-house creative team at E.ON Next, covering the walls and surrounding lift areas with colourful red E.ON Next posters to promote the launch.

Motion sensor scent shower dispensers will mist the air around the lifts with the comforting scents of bergamot, orange and lavender to transport shoppers to a calm and happy place. To further entice this feeling of positivity, soothing sounds will be playing with a voiceover to drive a positive message telling shoppers to “breathe in and breathe out” and visualise saving our beautiful planet with cleaner energy.

Patricia Synephias, brand and marketing manager at E.ON Next, said: “We are excited to do something that challenges people's relationship with energy. Our brand is built on the belief that climate action needs to be enjoyed, else it won't last. So the thought of making this positivity tangible to people really fits with our times.”

Ben Millar, business director at Starcom, said: “Want to encourage people to pay attention to energy in a positive way? Stimulate the senses! With this campaign, we wanted to get consumers thinking more actively about their energy, something they might not see and think of every day, by putting it right in front of them in an unmissable way.”

Nick Bedford, revenue director at Limited Space, said: “We’re delighted to be working on this campaign which really allows us to push the creative boundaries of OOH. The additional elements of audio and scent mean we are able to extend the attraction of the campaign beyond just the visual and create a more engaging experience that brings the E.ON Next brand messaging closer to consumers than ever before.”

The campaign will run in partnership with Limited Space from Monday 1st November to Sunday 14th November in shopping centres such as the Birmingham Bullring, Bluewater in Kent, Cardiff’s St David's, Southampton’s Westquay, the Manchester Arndale and Trafford Centres, and Newcastle’s Eldon Square among others.