E.ON Next has launched an out-of-home campaign with Total Media, which plays on London Underground’s famous “Mind the gap” cautionary passenger announcement.
The campaign includes a takeover of St Pancras International Station to tell passers-by to “Mind the cap”.
“New Year’s savings resolution" is designed to encourage people to use the energy brand's “Next Pledge” product, which guarantees that its energy prices will stay below the Ofgem price cap.
Danny Gilchrist, senior campaign lead at E.ON Next, said: “This campaign is about starting the year on the right track, prompting consumers to rethink their energy choices.”
Partnering media owners JCDecaux and Talon, the takeover will end in early February. The campaign will also run nationwide across digital, audio and OOH.
Ella Britton, strategy director at Total Media, added: “By blending creative planning with behavioural insights, we’ve crafted a strategy that engages audiences on a deeper level and drives meaningful action.”
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