Off Peak with Tim Peake

Client: E.ON Next

E.ON Next faced a behavioural paradox: 99% of UK households admit to bad energy habits, yet widespread scepticism and fatigue meant audiences felt powerless to change. The launch of a new Time of Use tariff created an opportunity, but only if E.ON Next could make off-peak energy feel understandable and achievable.

Knowing that traditional advertising couldn't solve this, Mediaplus UK orchestrated a content-first partnership with Paramount and Channel 5, developing a long-form documentary series anchored by Tim Peake. His unique perspective, having managed finite energy resources on the International Space Station, allowed him to draw parallels between nature's energy rhythms and the grid's timing patterns, reframing Time of Use tariffs from a cost-saving tactic to understanding a natural system. The content strategy delivered what most campaigns don't: genuine behaviour change that drove commercial action. Discussions about energy saving surged dramatically, moving energy from an abstract concept to a social norm. Website traffic and conversion rates significantly exceeded industry benchmarks, proving this wasn't just brand-building; it was business-building. The framework is now being explored for European rollout, establishing content partnerships as a core business strategy.