Eon Next's 'Next Pledge' Campaign: A Bold Move to Address Energy Costs and Inspire Change

In a time when rising energy prices are at the forefront of many consumers' minds, Eon Next has partnered with behavioural media agency Total Media (part of the Mediaplus Group) to launch a groundbreaking campaign designed to both raise awareness and offer practical solutions to the growing concern. The campaign, titled ‘Next Pledge,’ takes a clear stand on the energy crisis, with Eon Next promising that its energy prices will remain below the Ofgem price cap, providing much-needed relief for households struggling with the financial burden of energy bills.

This campaign is set to make a significant impact, with strategic placements across various media channels, including digital, audio, and out-of-home. One of the most eye-catching elements of the campaign is its St Pancras International station takeover, where Eon Next has reimagined the iconic ‘mind the gap’ motif from the London Underground to convey the gap between current energy prices and the promise of more affordable options under the ‘Next Pledge.’ The St Pancras installation is a visual reminder of the brand’s commitment to keeping energy prices within reach for the everyday consumer.

A Campaign that Speaks to Human Behaviour

The collaboration between Eon Next and Total Media is rooted in a deep understanding of consumer behaviour, with the aim of crafting a campaign that not only garners attention but also motivates action. As energy costs remain a critical issue for many households, Total Media's approach focuses on delivering a message that resonates with the public on an emotional and practical level.

Mandy Arora, client leadership business director at Total Media, highlighted the significance of the campaign in addressing the energy cost crisis: “At a time when energy costs are top of mind for so many, this campaign demonstrates the power of media in helping brands create meaningful change. By combining innovative media placements with a deep understanding of human behaviour, we’ve built a campaign that not only grabs attention but inspires action. It’s been fantastic to collaborate with Eon Next on this vital initiative.”

The St Pancras installation is the centerpiece of the campaign and features a highly creative and impactful display that captures the attention of commuters. The installation, in collaboration with media owners JC Decaux and Talon, will run from January through early February, ensuring that the message reaches a wide audience in a highly visible and engaging way. This strategic placement within a major transport hub reflects Eon Next’s commitment to reaching consumers where they are, offering a direct and tangible message in one of London’s busiest locations.

A Nationwide Rollout with a Local Touch

Eon Next’s senior campaign lead, Danny Gilchrist, spoke about the campaign's larger goals and its initial launch at St Pancras: “This campaign is about starting the year on the right track, prompting consumers to re-think their energy choices. Our partnership with Total Media is helping us deliver impactful messaging that truly resonates with our audience. We’re excited to see the St Pancras takeover come to life and can’t wait to roll out the campaign nationwide.”

The national rollout is set to extend the reach of the campaign, ensuring that the promise of affordable energy remains at the forefront of consumers' minds. Through the strategic combination of creative media placements and a thoughtful understanding of human behaviour, Total Media has crafted a campaign that speaks to the heart of the issue while offering a clear, actionable solution. By making this pledge to keep energy prices below the Ofgem price cap, Eon Next is positioning itself as a leader in addressing the financial pressures facing households across the country.

The Power of Media and Behavioural Insights

The success of the ‘Next Pledge’ campaign can be attributed to Total Media's commitment to blending creative planning with deep behavioural insights. By understanding what drives consumer action and how media can influence that behaviour, Total Media has created a campaign that goes beyond traditional messaging. The innovative use of out-of-home media, digital, and audio ensures that the message reaches audiences on multiple levels and in a variety of contexts, reinforcing the importance of making energy choices that are both cost-effective and sustainable.

Total Media’s strategy director, Ella Britton, shared her thoughts on the campaign’s strategic approach: “Launching this campaign with Eon Next marks a significant step in helping consumers tackle energy costs. By blending creative planning with behavioural insights, we’ve crafted a strategy that engages audiences on a deeper level and drives meaningful action. The ‘Beat the Price Cap’ campaign is a fantastic example of how impactful media can make a real difference.”

By leveraging these insights, Total Media has ensured that the messaging not only draws attention but also encourages consumers to take action — whether that’s making the switch to Eon Next or reevaluating their energy choices more broadly. The campaign serves as a call to action, urging people to take control of their energy costs and seek out more affordable alternatives.

Looking to the Future: A Shift in Consumer Behaviour

The ‘Next Pledge’ campaign marks an important moment in the broader conversation about energy affordability, but it also represents a shift in how brands can use media to drive social change. With energy prices affecting millions, initiatives like this are crucial for providing solutions that empower consumers and foster more sustainable behaviours. Eon Next’s commitment to keeping prices below the Ofgem price cap is not just a pledge, but a catalyst for change within the industry.

As the campaign rolls out nationwide, it will undoubtedly continue to inspire conversations about energy costs and the importance of making informed choices. By pairing compelling media with a deep understanding of human behaviour, Total Media and Eon Next are setting a new standard for how brands can address pressing societal issues through impactful campaigns.

In conclusion, the ‘Next Pledge’ campaign is an ambitious, multi-faceted initiative that not only seeks to alleviate the burden of rising energy costs but also creates an opportunity for consumers to take action in a meaningful way. Through creative media placements and a strong behavioural strategy, Eon Next is demonstrating the power of innovative campaigns to drive real-world change. The campaign's success at St Pancras is just the beginning, and as it unfolds across the country, it is poised to make a lasting impact on how people think about and manage their energy consumption.