E.ON Next, the renewable electricity sub-brand of energy supplier E.ON, has launched a multi-sensory Out of Home (OOH) campaign. The campaign, developed by Starcom, uses scent showers, sound boxes and vibrant colours to drive awareness of E.ON Next by making energy more “real” for shoppers.
For the next two weeks, E.ON Next will be taking over the lift areas of some of the UK’s biggest shopping centres across London, Edinburgh, Sheffield, Newcastle, Manchester, Glasgow and Liverpool with ‘Positivity Boxes’. Targeting shoppers while they are transported between floors, the Positivity Boxes will feature 360-degree interior wraps, covering the walls and surrounding lift areas with colourful red E.ON Next posters to promote the launch.
Motion sensor scent shower dispensers will mist the air around the lifts with the comforting scents of bergamot, orange and lavender to transport shoppers to a calm and happy place. To further entice this feeling of positivity, soothing sounds will be playing with a voiceover to drive a positive message telling shoppers to “breathe in and breathe out” and visualise saving the planet with cleaner energy.
“We are excited to do something that challenges people's relationship with energy,” said Patricia Synephias, Brand & Marketing Manager at E.ON Next. “Our brand is built on the belief that climate action needs to be enjoyed, else it won't last. So the thought of making this positivity tangible to people really fits with our times.”
The campaign will run in partnership with OOH media owner Limited Space from today up until Sunday 14 November.