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
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