Shining Brand Appearances Close to the Future
Mission: Positively Charging the Brand
Since 2015, E.ON has been a key partner of the FESTIVAL OF LIGHTS and was the exclusive presenter from 2018 to 2020. The company utilizes the festival platform to emotionally charge its own brand with innovative impulses – and with tremendous success. Every year, there were spectacular performances with significant audience response, widely publicized through social networks and traditional media. Everyone saw and experienced: E.ON is fully geared towards the future.
Implementation: Empowering Through Strong Ideas
In the first three years, E.ON presented the “World Championship of Projection Mapping,” a championship developed by the FESTIVAL OF LIGHTS. The top group of international video artists gathered in Berlin, bringing strong ideas to light – powered by E.ON.
Each time, a gripping competition unfolded until the final decision on the last day of the festival. And, fittingly for a premier event, there was always a venue of superlatives: Brandenburg Gate, Berlin TV Tower, and Berlin Cathedral.
In 2018, E.ON tailored the performance more precisely to its brand, presenting its own Europe-wide award on the Berlin TV Tower. A sort of “Eurovision Video Contest” under the motto “Creating a better tomorrow.” The unique competition’s special creed directly derived from E.ON’s brand values. Seven artists from seven European countries where E.ON is active qualified for the finale, crafting their visually compelling visions of a better future on the TV Tower. Three million viewers witnessed it live. The project generated a reach with more than 6 million contacts, and high above Berlin, the E.ON brand logo shone prominently for all to see.
In 2019, E.ON invited 14 artists from all 14 countries where the company operates to a European Street Art Contest. Under the motto “Free Your Energy,” a unique mix of street art ideas was digitally transformed into a visually stunning show projected onto Hotel de Rome at Bebelplatz. The audience could vote for their favorite online. The contest was framed by a 5-minute 3D video mapping show, wrapping the motto “Free Your Energy” in a captivating story.
The E.ON logo was prominently displayed on Hotel de Rome and the projection towers throughout the festival. Velotaxis with E.ON branding and a mobile LED screen with an E.ON spot passed by all illuminations during the entire festival, achieving high perceptual values among the over 3 million visitors.
In 2020, E.ON illuminated five buildings in four different districts of Berlin.
- The Brandenburg Gate presented a beautiful 3-minute video mapping called “Symphony of Life.” The show narrated the story and evolution of humanity, the natural rhythm of existence, and our place in the universe. A greeting from Berlin to the world, created by MP Studio from Bulgaria.
- E.ON also appeared at Hotel de Rome on Bebelplatz. On the facade, a colorful still image with various colors, shapes, and blossoms was visible. There, one experienced a 180-degree artwork on the theme “Together we shine.
- The beautiful Baroque castle in the Köpenick district became another special attraction during the festival with its illuminated art motifs.
- Another highlight from our presenter was the 3D video mapping on the Tchoban Foundation in Pankow. The modern museum for architectural drawing is located on the former brewery premises at Pfefferberg and was set in scene with various light motifs.
- Traditionally, the Festival of Lights, in collaboration with its presenter E.ON, hosted a competition, where the best video artists were awarded. This year, the festival team, along with E.ON, invited three winners from previous Festival of Lights competitions to present their visions of this year’s theme on the impressive facade of Charlottenburg Palace.
Success: An ideal connection
Press Spokesperson Thomsen-Bendixen sheds light on E.ON’s longstanding commitment, stating: “In terms of brand positioning, E.ON has utilized the festival as a brand platform for years. This is because the E.ON brand, much like the festival, embodies innovation. The two seamlessly complement and bolster each other.”