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E.ON thanks footie fans for creating a greener FA Cup

Posted by: Creativematch Graduate Recruitment | Date added: Mon 19 May 2008

E.ON, sponsor of The FA Cup, revealed the closing stage of its Carbon Footyprint campaign, with above-the-line communications by TBWA.

E.ON thanks footie fans for creating a greener FA Cup

The final stage of the campaign revealed at the final this Saturday is a dedication to the fans as a thank you for their support in reducing the environmental impact of The FA Cup. It featured committed Cardiff City and Portsmouth supporters who made simple energy savings pledges to help cut their own emissions.

Launched in November 2007 across a vast communications mix; from press and television coverage to online and match day activities, the Carbon Footyprint campaign has been brought to life in credible football environments for the energy supplier E.ON.

E.ON leaves the convention of ‘badging’ sports events behind and focuses instead on contributing to a better football experience. Linking its energy expertise and football connections, E.ON encouraged fans that their collective passion can be harnessed for a better environment.

Catherine Woolfe, Head of Advertising and Marketing Communications at E.ON UK, said: “Our strategy this season revolved around our ability to get football fans to rally to the idea that they could do something to reduce the FA Cup’s carbon footprint.

"However, carbon reduction and football are not natural partners and we therefore needed to develop a marketing communications strategy which not only informed and educated, but also encouraged and motivated fans to change their behaviour.

“By truly understanding what is important to fans and then representing this in our strategy we have been able to create a strong advertising campaign which has really connected with them. The proof of this really is in the pledges.”

So far the campaign has encouraged over 163,560 energy saving pledges made by supporters this season, saving over 22,900 tonnes of CO2 – which is enough CO2 to fill Wembley Stadium eleven times. The saving is also equivalent to watching over 88 million football matches on TV or boiling 420 million kettles for your half time cuppa.

Phase one of the campaign saw the personification of the Carbon Footyprint idea into three characters, ‘Carbon’, ‘Footyprint’ and ‘.com’ that came alive on Sky Sports idents aimed to raise awareness of the simple things you can do to produce a carbon reduced FA Cup. All three of the ‘models’ were real life Aston Villa, Man U and Rochdale football fans.

The adapted football chants, such as “Ooh ah share a car”, were devised as the creative vehicle to push the number of pledges past the 100,000 mark eventually totalling 163,560 by the final.

Steve Henry, Creative Director at TBWA, comments: “My favourite part of the campaign was probably the 300 posters we put up for the semi-finals in sites round Wembley, doctoring famous football chants to give out environmental messages.

"And for Final day, we’ve given over the 300 sites to fans to say a huge Thank You to them – the ultimate example of user-generated content!”

www.tbwa-london.com


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