Placement

I could not find any information of the slots this advert was aired. The only time noted that this advert has been seen was on Channel 4 and All 4. Interestingly the advert was used on All 4 for catching up on American black comedy 'Scream Queen' the plot is a series of murders on a college campus on the anniversary of a 1995 sorority pledge, this television show targets audience is typically teenage females. This is unusual as a teenage girl would not be a householder and therefore not interested in energy providers. Unless the company expects viewers to include their parents watching television with them other wise it seems an unwise strategy.

E.ON's last campaign in 2013 with Sarah's Energy Tool Box was first aired during the X-Factor. We can speculate Engine are adopting a similar strategy for E.ON by paying for tv spots inbetween family favourite shows such as I am a Celeb and Gogglebox which are currently airing to fulfill their target audience reach of families on a mass scale by paying for prime time viewing time.

http://www.imdb.com/title/tt4145384/

Other Mediums E.ON Used

Smart pay as you go is not available till 2016 and the TV advert was only released last month. That might be why there are seemingly currently no print or press mediums.

However e.on are utilizing social media to advertise the upcoming app.

I suspect the cover picture and other pictures may be used or will be used as press/print media in magazine and newspapers such as metro to target a mass audience. E.ON sell themselves here as someone who can save you money. 'Little things add up' is the tagline, this is emphasized by the coins creating a collage.Although you are actually spending money joining e.on, this spins e.on on a positive light. 

Again there is a sense of families being targeted again with a child's piggy bank as an adult would just use a person or a wallet. Like the other energy providers an animal has been used in their campaign just like British Gas' Wilbur the penguin or Maya the orangutan. There is a common trend this is because animals are more appealing as they are seen as cute by consumers. 

Shorts are also posted on their YouTube channel of helpful tips acted out with people hands, this reinforces the reoccurring theme that E.ON is the UK's most helpful energy provider. As consumers are constantly being offered positive advice they are more likely to trust E.ON and buy into E.ON.

E.ON use short videos, only 6-20 seconds long so that they can keep the consumer's attention. It is necessary to  keep the videos short because when people use social media they are scrolling quickly through their news feed. They are unlikely to click on a long video as it's too much of a commitment but will engage with a 6 second video. 

This recent short video is not linked directly to the app but it targets parents. Although the caption does not say 'is your child a young genius?' It does not have to, as many parent think their child is talented or a 'young genius' in this case.

  

They are not saying anything literally, they not saying how they are 'sharping minds of the future.' They firstly have parents attention as they want their children to achieve the best. The consumer then has to click on the link to find out more.

Without reading the caption or copy we know the advert applies to children as bright coloured pencils are used. If a pen and stapler was used we would associate business. However coloured pencils are childish and would apply to a parent of a child whom attends primary education.

The graph also gives connotations of the development of a child in a wider context. Commonly parents use pencils to mark the growth in height on walls and charts as they grow older, this ad creates familiarity.

E.on are posting GIFs on their news feed on Twitter and Facebook weekly  from the television commercial.   

Whereas in the advert as a whole it is targeting older homeowners with children GIFs are used in this campaign to target younger and new homeowners. GIF consolidate points in comical ways, the cross between a image and a video is what makes a GIF so appealing. There is no play button, making GIFs more seamless and natural. 

There is also a nostalgia feel for people in their 20's, the GIF first hit the scene in 1987 and so it brings back memories of their childhood and that is why GIFs are have made such a huge comeback and are used so widely in advertising today. People once their interest is grasped are again encouraged or lured into visiting the website through the link to register their interest  

E.ON Television ad 9.10.15 analysed

E.ON's new 'Whenever, Wherever' advert released October 2015

E.ON in this advert are selling their new app to existing customers but are also targeting non existing customers to sign up to their provider by advertising their brand ethos and ethics. 

The E.ON customer and salesman are both positioned right in the center of the frame so as consumers we relate to them. The two character are positioned in close proximity which suggests they are 'mates'. They are both standing together at the same eye level which suggests they are equals reinforcing their friendship and signifying does not see itself as more powerful or more significant than the consumer.

This is reinforced by the customer eating his breakfast. This is a very informal action and not what would stereotypical happen if you were to meet with a energy provider, who in truth would be a stranger. Here however is suggests the character is his mate that has stayed over the night before or who is going to work with in this morning. This all in all connotes E.ON energy is your friend. 

The opening scene of the advert is set in a kitchen. This kitchen's design reveals characteristics of the man. The design is old fashioned with oak draws, cupboards and chairs. E.on chose not to shoot the advert in a modern kitchen with metallic tiles and black and white furniture for example. This would have connoted he was a single, business man however it is the contrary. 

It is highly suggested through mise en sene that the character is a father. The initial shot as the camera pans in revealed three pictures/paintings of amateur standard with stick men and childish cartoon drawings such as the sun and trees connoting the man has children. There is two further pictures on the right side of the frame once the shot has fully panned in and on the dishwasher to remind us that this is a family home. A lot of color is used in the advert to reinforce the theme of children. There is the blue clock, red of the e.on polo, green outdoors and oak interior. 

It is suggestive that the customer is fairly well off as we can see a lot of nature and trees through the window which suggests he has a large garden though the man has basic appliances such as an old looking radio and microwave this signifies that e.on are trying to target all classes but are focusing primarily on middle class people. 

Using a black and a white character connotes e.on is diverse company and is a targeting a mass audience.  

Within 3 seconds of the video we know exactly what the advert is about. We recognize the brand through the colors of the salesman's top before being the shot changes to the salesman holding the app again with e.on's colors and logo. The sales person outfit never changes whereas the customers costume changes frequently this connotes that e.on brand ethics include consistency but also to reinforce the brand's color theme itself

By introducing an app to e.on the company looks professional, up to date. Apps represent simplicity and ease exactly what a customer wants with a energy provider, Customers do not want to be wasting time in their busy schedule such as picking up the children from after school club. To instead be ringing up frustrated with their provider, getting angry as they are put on hold. e.on represent the company as having the solution in this campaign and TV ad. They again connoting they are the easy going 'mate'  

This advert is about two words 'whenever' wherever' the campaigns philosophy in e.on's new campaign. The advert then follows a series of hilarious locations and activities where a customer can pay his bills. This includes you can pay your bills when your partner is in labor, it is highly unlikely this would be an appropriate time which shows the comedy of the advert the use of a scenario again says family.  The advert follows the trend of 'fun' in the area of energy providers, with the SSE advert being set in a amusement park for example.

Beside the exceptions of the gym and sauna where a family man might have his down time. The majority of activities are what children would engage in or parents would take them to. The man even at one point giggles like a child instead of laughing like an adult as well as popping his head out of the ball pool excitedly. These further reinforcing that e.on is a family brand and the salesman though remains still suggesting the professionalism in the brand.

Again the relationship between customers and e.on is illustrated with the pair looking like two school mates having fun in crazy adventures and scenarios. The salesperson smiles for the camera with the customer and Santa again connoting a positive relationship with customers.

The repetition and the alliterative quality of the two simple words ‘whenever’ ‘wherever’ means that it becomes engraved in the consumers head. It is spoken aloud and thrown back and forth between the two characters; this makes the phrase even more memorable. The phrase ‘to me’ ‘to you’ is extremely memorable in the chuckle brothers for example. The consumer will form an association of with the two phrase and  the app

However it is suggested that repetition can have a positive effect for a while on consumers but later starts to become detrimental. During wear in (first stage) consumers become familiar with the brand/product, repetition helps the consumers get over their resistance to use a new brand. During wear out (second stage) the consumer becomes sick of hearing about the brand/product and repetition can mean consumers stop buying the product/brand. Wear in and wear out theory was developed in the 1970's by professor Daniel Bryne

Alliteration creates a beats and give an advert rhythm, companies often chose their brand name based on alliteration such as Coca-Cola, Dunkin Donuts and Costa Coffee so that people don't forget them, alliteration is also used widely children's television such as Bob the Builder, Peppa Pig etc.

Credit: Small Business
Source:  http://smallbusiness.chron.com/repetition-advertisement-technique-24437.html

Engine

Engine last year won their pitch to control all of E.ON's digital buisness and marketing strategies.
This came on the back of a record 12 million fine for e.on mis-selling in previous campaigns. Following an investigation by Watchdog Ofgem E.ON was forced to publicly appologise to customers. Engine have been given the task to revive E.ON's image.

The television advert was directed by Sam Hibbard through Somesuch London based film production company. Sam Hibbard has directed many well known UK televison commercials to promote products such as Nando's wing roulette challenge and Cadbury's Cream Eggs.

http://www.campaignlive.co.uk/article/engine-scoops-eons-digital-brief-pitch/1303863

Zingy and EDF

• Zingy's is based off dancing robot character Keepon.
• Keepon was created by Dr. Kozima of Japan and Dr. Michalowski of America.
• Keepon quickly became a YouTube sensation when the Kozima and Michalowski uploaded a video of the robot dancing to Canadian rock band Spoon's I Turn My Camera On.
• Keepon interacts and plays when it senses movement.
• Keepon was originally used studying children in social development and autism studies.
• 
  

EDF energy campaign has been so successful because they have got fans engaging with their brand.
Fans have created their own remixes and parodies on YouTube of adverts featuring Zingy and EDF and have then shared them on their own channel. EDF energy are cutting the costs because fans through user generated content are doing the advertising for them; fan made media will be shared on Facebook ect with their friends and friends will go seek out the original content or try make their own in term this will mean EDF energy have a greater audience reach

This is a EDF energy advert that aired at the beginning of this year  

The juxtaposition of blue and orange throughout the advert makes Ziggy stand out even more and reinforces EDF Energy's blue price tariff branding.

Lots of colour and blue skies are used in the EDF energy advert to connote if you choose our provider you will you live in a positive, happy haven of a home. This works in unison with the uplifting retro pop hits. EDF energy always use popular tracks everyone has heard off creating fun and upbeat appeal The type of songs you might hear at a disco or on karaoke evoke a family fun appeal to EDF energy.

The mise en sene is typically a very warm and inviting setting with the feminine cushions but also induces masculinity with the tea, newspaper and remote on the coffee table, making sure the advert appeals to a mass audience. 

When the non diegetic voice over mentions that there is no nasty exit Zingy makes a noise that we assume is of appreciation, similar to a cat purring, it signifies his happiness as a EDF energy customers and encourages the audience to be a part of it, the dancing reinforces that Zingy is celebrating a win and EDF energy is a winning choice for a energy provider. The shot suggests now Zingy is in the position of the customers by positioning him central staring down the frame, this makes us trust and believe in Zingy.

In the advert EDF energy also use the rule of three this significant because as customers we find things inherently more funnier and satisfying when they are separated into three. Zingy also nods slightly to further urge us to choose EDF

Every song on the adverts is identified in the description on YouTube, the company even encourages people to share the videos on social media to reach a larger audience by saying they can 'get bopping like Ziggy.' Consumers can interact with the brand by impersonating or dancing to the same song as Ziggy.

The blue and orange theme continues through out the campaign and onto the print medium, you can even see the contrasting colours reflecting off the water. The consistency runs throughout the brand and psychologically makes the consumer assume EDF itself is consistent and therefore is highly trusted. When consumers see this advert they will think, if the EDF energy is great and reliable enough to supply the london eye then its going to be good enough to supply energy in my home.

Initial Secondary Research

Initial Secondary Research

According to UK Power there are 6 energy providers known as the 'Big 6' which dominate the market supplying gas and electricity to over 50 million homes.
The 'Big 6' are as follow in ranking order

1. British Gas
2. EDF energy 
3. E.ON Energy 
4. npower 
5. Scottish Power 
6. SEE

They are also the oldest providers, 

British Gas comes in as number one, supplying gas and electricity to 15 million homes. British Gas sell their brand as seeking to reduce greenhouse gases of their impact wherever they can, they now seek to use this has been recognized by WWF-UK.

EDF energy (who interestingly is the largest producer of electricity in the UK) supply to 5.6 million households. Followed closely by E.ON energy (who are the leaders in producing combined heat and power supplying gas and electricity to 5.3 million homes.

Although the big six still dominate the market independent suppliers are trying to rival the big six with competitive and 'fairer' prices.

Task

AssessmentsMP0415: a Project File (equivalent to 1500 words)
and 1500 Word Essay.

This presentation will be approximately 10 to 15 minutes long, and then questions.

•You have been assigned the ‘product’ you want to focus on (it is better if you find recent examples, something that was memorable, interesting or large scale perhaps)

•Think about what kind of information and evidence you will/should be collecting. What adverts, where were they found, what medium, was it only one medium? etc.

•What agency or individuals produced the campaign? What is their story?

•Collect visual evidence (copies of advertisements around that product or campaign, videos (youtube or from the company/agency), photos (these could be taken personally contextualising the advert), press, radio, billboards, anything else?

•Who are they targeting? How do you know that? Do they say so or are there cues in the adverts - what are the cues? Through what specific signs or language do the adverts show their targeting intentions?

•What are the cultural, socio-economic characteristics of this target audience?

•Describe the adverts, what is in them? Who is in them? How are they literally produced?

•Compare & contrast within the sector of the product

•Are there any overriding trends that you can see?

•What is the narrative? What are they saying both literally and between the lines? Is there a general recurring narrative/theme in all the adverts in that sector?

•Analyse the form and signs within the adverts and try to link these to the culture/social nature of the target audience.

Main stages:

•Data collection and classification regarding a campaign/advert within the sector.

•A general analysis of the data (describing the content of the adverts, analysis of semiotics, what persuasive strategies do they use, through what signs,
how and why etc.)

Your presentations will focus upon these findings and your essays will
extend these ideas further by choosing a specific ad within your product sector.

DEADLINE

•December 7th for the presentation file.

•Presentations will be before this date, your allocated date will be placed on the eLP this week.

•Essay deadline is April 18th 2016.