E.ON Next x
Big Potato Games
Switch off. Game on.
PROBLEM
During peak energy hours, the national grid faces its highest strain. E.ON Next needed a way to drive brand preference and "Fame" while encouraging customers to reduce energy consumption in a way that felt like a reward rather than a sacrifice. The goal was to move beyond standard utility messaging and create a genuine cultural movement.
SOLUTION:
E.ON Next partnered with the UK’s leading independent game developer, Big Potato Games, to launch "Switch off. Game on." The campaign positioned energy saving as a catalyst for "togetherness." By encouraging the nation to swap one hour of TV (screen time) for one hour of board games (game time), the campaign provided a tangible, fun alternative to energy use.
The campaign was built around a high-impact visual identity combining E.ON Next’s brand characters with the playful aesthetic of Big Potato Games.
The Multi-Phase Rollout:
RESULTS
After 2 weeks, the campaign exceeded engagement expectations
ROLE
Art Director
CLIENT
E.ON Next
During peak energy hours, the national grid faces its highest strain. E.ON Next needed a way to drive brand preference and "Fame" while encouraging customers to reduce energy consumption in a way that felt like a reward rather than a sacrifice. The goal was to move beyond standard utility messaging and create a genuine cultural movement.
SOLUTION:
E.ON Next partnered with the UK’s leading independent game developer, Big Potato Games, to launch "Switch off. Game on." The campaign positioned energy saving as a catalyst for "togetherness." By encouraging the nation to swap one hour of TV (screen time) for one hour of board games (game time), the campaign provided a tangible, fun alternative to energy use.
The campaign was built around a high-impact visual identity combining E.ON Next’s brand characters with the playful aesthetic of Big Potato Games.
The Multi-Phase Rollout:
- Ignite (The Launch): A heavyweight PR and social burst led by culturally relevant talent, including The Banjos and Martin Kemp, to spark national awareness and momentum. Fans and customers were invited to take part via a mini-game prize draw, with the chance to win a Big Potato game subscription for six months.
- Fuel (The Engagement): Reaching the "hard-core" gaming community through macro-influencers and digital "pause screens" on streaming services—reaching consumers exactly when they were most likely to be watching TV.
- Sustain (The Experience): A bespoke experiential OOH activation in January. This physical event served as a content hub for influencers and press, showcasing how simple it is to host a "Power Switch" night at home.
- Reward (The Loyalty): To drive customer sentiment (sNPS), E.ON Next offered 350,000 customers exclusive 20% discounts on Big Potato Games and promoted the Next SmartSaver tariff to help them "switch back on" to cheaper energy.
RESULTS
After 2 weeks, the campaign exceeded engagement expectations
- X3 more entries than prizes (18k participants)
- Social content 1.7M reach with quality EG
- 4% web page visits resulted in a quote, which is on par with NSS page behaviour despite having one extra step in the journey
- After 2 weeks the retargeting pool is at 197k
Partner email delivered about 3% of traffic - 20 regionals & nationals articles @2.4m readers
ROLE
Art Director
CLIENT
E.ON Next
IGNITE + FUEL
|
|
|
|
|
|
|
|
|
|
SUSTAIN
|
|
|
|
|
|