Finally, the teaser campaign has come to an end. A few words are now appearing in front of the red background: "e-on New Energy.""E-on" is the new name for the $38 million merger between chemical and energy giants VEBA and VIAG. The e-commerce name will be promoted in a $25 million campaign until the end of the year.
Duesseldorf-based Grey Worldwide is handling strategy, corporate publishing and direct marketing, while Munich-based Start is creating TV and print work.
"With the pure red ads and posters we wanted to draw attention and awareness," said Joerg Zabel, unit manager at Start.
A full-fledged TV, print and outdoor campaign breaks in August.
Copyright July 2000, Crain Communications Inc.