WEDNESDAY 8 NOV 2017 5:23 PM


With each year that passes, warnings about climate change become starker. Ice caps are melting, temperatures are getting warmer, and the migratory patterns of birds is changing due to the treeline shifting northwards. Now, the life of future generations is in jeopardy. Where mitigating the effects of climate change was once mostly confined to environmental charities, national governments and intergovernmental organisations, it is the turn of corporations to lead the way in developing solutions for a rapidly changing world.

In light of the need for companies to minimise their use of fossil fuels, UK energy supplier E.ON has released a campaign to help change misconceptions around electric-only vehicles. In collaboration with global content marketing service Engine, the energy company aims to challenge outdated perceptions which surround the use of non-petrol using vehicles. And, by showcasing vehicles viewers perceive least likely to run on electricity, E.ON’s corporate governance might just work where previous attempts have failed.

Monster trucks, HGVs and the types of vehicles more suited to being battered around a dirt track all take the limelight in E.ON’s latest campaign. As such, any pretence that use of electricity is confined only to cars such as the Toyota Prius is long gone. But, says Anthony Ainsworth, the global head of marketing at E.ON, dedication on the part of the vehicles’ owners is truly what drives industry change. “By bringing together these amazing vehicles and their equally passionate and inspiring owners we wanted to help people to reconsider what they think they know about motoring, how they view energy and what they think about E.ON and its moves to be a force for change in the energy industry,” explains Ainsworth.

And the E.ON brand commitment to lowering emissions does not stop at simply sourcing the various electric-run automobiles. The cars, bike and monster truck featured in E.ON’s campaign also make use of E.ON-branded charging points to ‘refuel,’ a widespread feature of the European driving scene and one which will soon be found across the UK.

Ainsworth continues, “In the same way as we’ve transformed our company over the last couple of years, we’re working to transform our brand to truly represent the help we can give our customers today and in the future – to offer our customers smarter, more sustainable solutions that support their individual energy needs and to be a business at the heart of a new energy world.”

Using a unique, innovative and forward-thinking content campaign is, for Ainsworth, a true signifier of both E.ON’s passion to diversify the automotive industry – and enhancing the brand’s corporate governance for the benefit of future generations. “We use the phrase ‘un-utility’ as we don’t want to be the boring, predictable energy company of the past,” he says. “This film is about bringing that to life and showing that energy is something you can really engage with and it genuinely adds value to your lives.”

In another twist, E.ON has ensured that the vehicles are not the only solely electric-powered aspects of the video content. The film production, including camera rigs, tracking vehicles and drones, all ran via electric; all engine sounds were made by electric guitars imitating the sound of V8s.

Debbie Klein, CEO of Engine Europe and Asia, adds, “E.ON is a brand that truly believes in driving change in its industry. We are so proud to be working with them to produce work that will transform perceptions both of electric vehicles and of E.ON.”

The film was shot by Scott Lyon from London-based video production company Outsider. Previous work include a film shot for Wimbledon, ‘In pursuit of greatness,’ and Honda’s ‘Over the rainbow.’

E.ON’s second global content episode has launched through social, Teads and Oath, with the extended cut living primarily through E.ON’s own channels.