E.ON NEXT
showing london shoppers it is surprisingly cheap to charge your electric vehicle at home
Challenge
E.On Next wanted to promote a new tariff for electric vehicle drivers, that would allow those with chargers at home to recharge the ‘tank’ for £2.70 on average.
However, the media tends to report on electric vehicles as being expensive to buy and maintain.
Strategy
Contrast the average charge cost with how little of anything else you get for £2.70 these days.
Idea
We wanted to really drum the figure of £2.70 into people’s psyche, so we decided to open a hyper-visual, very unmissable concept store where absolutely everything cost the same as an overnight EV charge.
From four apples, to 200g of sweets, to two thirds of a box of laundry detergent, customers could come and shop at the London-based EVerything is £2.70 Store whilst learning about the tariff and how many miles that could get you.
The shop acted as a hub for journalists, EV influencers, brand spokespeople and 900 members of the general public.
As it turned out, we’d accidentally set up shop in competitor Octopus’s backyard, whose staff came across from HQ to throw fluffy toy octopi at us in the spirit of friendly competition.
Impact
Tapping into the nation’s love of comparing the price of groceries, the very simple message of £2.70 resonated across 280 news outlets, including eight national hits, seven consumer titles, 26 radio and one evening news segment.
We also delivered:
900 people through the door,
50,000 impressions on the E.ON website and most importantly,
80% of people who came down to re-evaluate what they thought they knew about the cost of EV
The campaign also had real world impact.
When Chris Norbury, E.ON’s UK CEO, got in a taxi home from the event, the cabbie promptly told him he’d heard it only cost £2.70 to charge a car - completely unaware of who he was talking to.
280
news outlets
covered50,000
impressions on
the E.ON website80%
had their mind changed on the cost of running an EV
