New content channel on The Huffington Post UK features Julia Bradbury and utilises breadth of AOL + Microsoft offering to drive engagement
E.ON, AOL and Mediacom have launched a new phase of E.ON’s ‘Smart Pay As You Go’ integrated campaign. The new phase mixes original content with the reach of AOL’s partnership with Microsoft and its ad tech platforms to bring E.ON’s campaign to consumers.
E.ON’s Smart Pay As You Go is a new way of paying that will transform how customers manage the energy they use.
It will be rolled out from 2016 and in order to maintain awareness and encourage customers to register their interest, a new ‘Smart Living’ channel has been created on The Huffington Post UK where bespoke videos featuring Julia Bradbury give families hints and tips on how to save money and time across various areas of their lives.
Over the next three months, a whole range of content will feature under the theme of Smart Living curated by the HuffPost team with users also invited to leave their own ‘smart’ tips and tricks for others to benefit from.
Utilising the extended reach of AOL, the campaign will also see the content promoted across AOL and Microsoft properties including Engadget, TechCrunch, Outlook.com and MSN. The videos and display ads will also be distributed to publishers through AOL’s Be On platform and One by AOL.
Anthony Ainsworth, E.ON’s Marketing Director, said: “We’re always looking for innovative ways to help our customers. We developed Smart Pay As You Go after taking on board feedback from our customers that they wanted more control over how they pay for and use their energy. We’re excited to be launching this next phase of our fully integrated campaign and to communicate the benefits of Smart Pay As You Go to even more customers by creating and sharing content through a variety of platforms.”
Stuart Flint, Commercial Director at AOL UK, said: “Following our announcements at our UK Upfronts just a few weeks ago, this activity with E.ON is a fantastic example of how we can work with our own editorial properties to bring branded content to life in relevant ways for consumers and combine it with the reach of our ad technology platforms to extend the campaign to an even larger audience.”
Gemma Jebb, Associate Director at MediaCom, said: “In a media landscape where everything is ‘opt in’ it has become increasingly important that clients innovate in the content space. The E.ON Smart Living partnership with Huffington Post gives users content they genuinely want to consume whilst communicating E.ON’s key messages of being genuinely helpful and offering smarter ways to pay.”
To visit E.ON’s Smart Living pages click here