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Background
E.ONÂ operates in over 30 countries globally. In one of its European markets, E.ON had built a strong brand identity through advertising featuring a famous local actress.
After five years, the brand was ready for a fresh approach. It launched a comprehensive tender, evaluating concepts from four different agencies.
Pain Point
To ensure they selected the most effective communication strategy, E.ON's team requested four distinct format evaluations from each agency:
- initial intent/concept â the core idea of the entire communication platform
- a TVÂ campaign storyboard
- an outdoor visual
- a product script, where E.ON introduces one of their services
With 20 unique concepts on the table, E.ON needed a reliable method to identify the most promising direction.
Their priority was finding a concept that would effectively resonate with their target audience.
"Choosing the best concept in a tender can be a bit of rocket science. I'm glad we can use data to help guide our selection, because â as you can see â it's invaluable."
Behavio's Insight
With Behavio, the client quickly gained clarity through a comprehensive comparative analysis â all in a matter of days.
The testing revealed nuanced insights that would have been impossible to detect through traditional review: some concepts struggled with audience comprehension and various proposals failed to align with the brand's identity.
The concept which featured a play on the word "watt" emerged as the standout, delivering both entertainment and clear brand messaging.
The data also provided a subtle but important warning: overusing the "WATT" wordplay could make the concept feel monotonous.
Outcome
E.ON went through with the top-performing "Watt" concept. A subsequent campaign test confirmed their suspicion â it was a great and effective choice!
Viewers loved the wordplay, and the spatial word visualization captivated audiences. Furthermore, most respondents easily recognized it as an E.ON advertisement.
The takeaway? By leveraging data-driven testing, E.ON transformed a complex selection process into a confident, strategic marketing decision.
As a result, they have launched a campaign that not only resonates with audiences but also stands out in a competitive market.
You can watch the local campaign here. âŹď¸
