E.ON NEXT
turning late-night football into a smarter way to save on energy
Challenge
E.ON Next needed to help customers take control of their energy use and lower bills — encouraging them to shift usage to cheaper off-peak hours.
But changing energy habits is notoriously difficult, especially without a clear, simple reason to act.
Strategy
Turn off-peak energy use into a behaviour people already do — by linking it to live football viewing.
Idea
We launched Watch & Wash, a campaign that turned late-night football into a smart energy moment.
With a major international tournament taking place overseas, UK fans were already staying up to watch matches during off-peak hours.
We encouraged them to make the most of it — running energy-heavy appliances like washing machines while they watched, helping them save money through E.ON Next’s Smart Saver tariff.
Fronted by England legends Jermain Defoe, Ray Parlour and Toni Duggan, we created a series of playful ‘Watch & Wash’ challenges — showing how fans could turn match time into savings time.
The campaign rolled out across PR and social, tapping into the nation’s football obsession to drive a simple behavioural shift.
Impact
The campaign drove strong national coverage and cut-through:
236 pieces of coverage across national, broadcast and consumer titles
High-quality placements including Sky Sports News, The i, The Sun and The Mirror
Widespread awareness of E.ON Next’s Smart Saver proposition
A simple, actionable behaviour that made off-peak energy use feel intuitive
A simple behaviour that made off-peak energy use feel intuitive
236
pieces of coverage