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
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