E.ON Time for action
The campaign’s centerpiece is a 30-second TV commercial filmed atop the Mittelbergferner Glacier in Austria, featuring an ensemble cast, including Reinhold Messner, E.ON’s Global CEO Leo Birnbaum, and other leaders from E.ON, the scientific, and activist communities. We researched and organized a cast entirely of 50 leaders from the scientific and activist communities, with no actors involved. Featuring Anirudha Vijay Mahagaonkar, Glaciologist and Researcher at the Scientific Research Department of the Norwegian Polar Institute, and Lilly Platt, a 13-year-old climate ambassador for organizations such as Youth Mundus, Earth.org, WODI, Plastic Pollution Coalition, How Global, and World Cleanup Day.
The comprehensive campaign includes out-of-home (OOH) and print features, social media and influencer activations, an interactive digital hub with dozens of expert testimonial interviews, and an eight-part original E.ON series on YouTube that tells the stories of the groundbreaking engineering projects already saving 99 million tones of Co2 each year.
Despite energy being a “no interest” category, our work for E.ON effectively engaged audiences. The 10-part YouTube series, featuring 10-minute episodes about the brand’s climate-neutral projects, has already been viewed 80 million times, with an impressive 78% average watch-through rate.
“Lure has definitely cracked the code”
Stefanie Eller, Vice President of Global Brand Communication at E.ON, acknowledging the campaign’s success in spotlighting the urgent need for climate action and E.ON’s innovative steps to address the crisis.