In the realitiy show series, The Jarnys, we follow the everyday life of a real, nine-person family of heavy energy users living in together in a house. Their house consist with screens in every room, mini fridges, popcorn makers, hot dog machines and a fully equipped Twitch streamed night club garage.

Each episode revolves around an energy saving mission and we follow the devoted Papa Jarny, struggling to get the rest of the family onboard. Which is quite logical since they all love electricity gadgets, long hot showers, and a well-heated house.

We get introduced to dinner cooking in the dish washer, cold showers, shared blankets and other solutions that makes the family revolt against Papa Jarny and his creative electricity savings. Even the family dogs and cats have their word of saying in this...

By the winter 2022, Europe was thrown into a full-scale energy crisis with skyrocketing energy prices and unforeseeable consequences. Over consumption was a real threat to power shortages in the electricity grid.

In Sweden, the electricity grid market is regulated and E.ON is one of the biggest grid owners in the country. Suddenly everyone was interested in energy prices, but the understanding of the energy system was very low. The blame game arrived quickly, and the brand took a real beating.

Brief

Let people know that E.ON understands their consumers situation and give them a sustainable solution in lowering their energy consumption with the product ELNA.

Objectives

Restore and build consumer trust while guiding our costumers to reducing their energy consumption.

Brand Strength: From 3.4 for the full year 2022 to all-time high 5.7 in June 2023, as our biggest competitors weakened and despite extremely negative media coverage. (YouGov BrandTracker)

17 833 082, minutes of content watched

+4 700 000, total reach for the series on YouTube

YouTube 6,30 minutes avg episodes:

View rate 72%, completion rate 30%

+90% completion rate for 15 second videos

Ad Awareness: Broke a 4-year record among residential customers (30.5%) and was the highest in a year among all Swedes (11.4%) without TV or OOH in the media mix.

Behavioral change: reduction of energy consumption in the most critical months (Nov 22–April 23): National average: 6.3%/E.ON's customers: 14.5%. (Via Reuters)

+43% in sales of E.ON Elna compared to target

Meta: Engagement rate for all Meta ads, all episodes: 23%

vs. E.ON benchmark of 9%. (This was the main KPI for E.ON on Meta)

Sweden has a unique set-up for energy, with the country divided in to 4 different electricity price regions. When the energy crisis hit us, the region where E.ON is the domination actor was hit the hardest. It was the no 1 region in Europe, where the ratio between capacity (supply) and availability (demand) was the worst. Because the energy sector is traditionally a low-interest sector, there was no public knowledge about this, or the legislation behind it.

When people found out that they were paying sometimes 5000% more in the south, E.ON was suddenly in both public and media sentiment, the villain.

E.ON:s brand was therefore hit extremely hard, much harder than their local competitors.

The citizens of Sweden started to compare prices with each other and it became clear that in the southern parts of the country you could sometimes pay up to 5000% more for your consumption.

Sweden's politicians stepped in and promised that residents would receive financial compensation, but no one had a solution as to how this would happen. The ignorance and facts about how energy companies actually work made people extremely insecure and worried. And angry! With daily negative media coverage about how this affected the daily lives of all citizens, it couldn't get much worse.