We are at the point now, where we have to generate an idea for E.On, we thought the best way to understand what we need to do is write ourselves a brief. Here it is:
Company: E-on
Why: After researching the 6 biggest UK energy suppliers we discovered that E.ON had invested the least in terms of green social initiatives. Their presence wasn't felt as much as the other 5 and their brand was too strong and clinical
Target Market: Children
Why: To instill the green values in children at an early age is beneficial to the future of the planet in general; furthermore if the children grown up relating that particular brand to these values it will pay off when they become bill-paying customers, in other words it’s a long term investment.
Secondly, if these children learn these values away from there parents (at school, on the tv/internet etc) it could have an effect on the kids parents by proxy, changing the way existing potential customers view E.ON (not just any electricity company, but one that teaches there children positive values).
Considerations:
Our idea must both entertain and engage the children but also educate them about green issues and teach/encourage them to live a greener lifestyle.
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