Switch off. Game on.
People were tired of being told to save energy. The crisis was real, the guilt was real, but another "turn off your standby" message wasn't going to move anyone. E.ON Next needed a different approach.
The insight was simple: a board game night already does what E.ON Next was asking for. It cuts the TV. It keeps people in the room together. It turns peak energy hours into something worth doing. So instead of telling customers to change, we partnered with Big Potato Games and made changing the fun option.
The campaign ran in two phases. The first lit it up: celebrity influencers seeded the partnership while we built digital assets and CRM around prizes, game discount codes, and the Next Smart Saver tariff. The second sustained momentum over four months, handing off to mid-tier influencers who kept the idea alive in the spaces celebrity reach doesn't go.
In January we took it offline. A two-day board game café event. 94% of tickets sold. 99% of attendees reported a positive experience. 53% of non-customers said they were seriously considering switching.
Nearly 6 million views across influencer content. 4% webpage-to-quote conversion. Email drove 93.7% of prize draw entries.
Role: Art Director
Client: E.ON Next / Big Potato Games
The insight was simple: a board game night already does what E.ON Next was asking for. It cuts the TV. It keeps people in the room together. It turns peak energy hours into something worth doing. So instead of telling customers to change, we partnered with Big Potato Games and made changing the fun option.
The campaign ran in two phases. The first lit it up: celebrity influencers seeded the partnership while we built digital assets and CRM around prizes, game discount codes, and the Next Smart Saver tariff. The second sustained momentum over four months, handing off to mid-tier influencers who kept the idea alive in the spaces celebrity reach doesn't go.
In January we took it offline. A two-day board game café event. 94% of tickets sold. 99% of attendees reported a positive experience. 53% of non-customers said they were seriously considering switching.
Nearly 6 million views across influencer content. 4% webpage-to-quote conversion. Email drove 93.7% of prize draw entries.
Role: Art Director
Client: E.ON Next / Big Potato Games
PHASE 1
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PHASE 2
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