E.ON: creating engaging advertising in a low-interest category

Emily Barley

Consumers don’t spend a lot of time thinking about their energy supplier, making it especially hard for energy brands to cut through.

“It’s not really anything that anyone is really very interested in,” Belinda Moore, marketing and communications director at E.ON, acknowledged of the choice of energy provider. “People think about energy for eight minutes a year,” she told the Festival of Marketing (London, October 2018) “We haven’t got a lot of time to talk to our customers.”

In the UK, the energy market is heavily regulated, with further regulation in the form of a price cap coming into force soon. Surveys of the public show that trust in the sector is low, with energy firms ranked alongside banking and estate...

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