NeX26 B2C Activation

Flex your Life.

Hamburg.

From product experience to cultural moment —
an integrated 360° activation for E.ON Brand and Flex Solutions.

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A concept by

01 / 09

The task

We’re not looking to create a stunt.

We’re looking to activate B2C audiences around NeX26 in a way that:

Makes the energy transition — and especially flexibility — feel easy and emotionally relevant

Gives something back to the citizens of Hamburg, so NeX26 is not perceived as just a corporate event at the Elbphilharmonie

Creates reach and relevance beyond the invited conference audience

Works across ESO channels with talkability and shareability built in

Can travel and scale without requiring disproportionate media budgets

02 / 09

The consumer insight

Ask someone on the street:

"What is a dynamic energy tariff?"

Blank stare.

Now ask:

"Would you like to pay less
when energy is cheap?"

"Yes. Of course."

That gap is what we close.

For most consumers, energy flexibility is still vague, abstract and confusing. But they respond instantly to simple, tangible, everyday benefits like saving money.

03 / 09

The insight, translated

Flexibility is abstract

→

Coffee is familiar, emotional, everyday and social

Energy pricing is invisible

→

Linking the price of a cappuccino to the energy price makes the invisible visible

Product demos feel like ads

→

A free coffee creates a moment of curiosity, relevance and immediate understanding

“We don’t explain Flex. We let people experience it.”

04 / 09

The idea

eFlexPresso.

An electric Piaggio Ape* where coffee prices move with the energy market. When prices go negative — coffee is free. That gets filmed. Every time.

Live

Energy right now

4.1 ct/kWh

Your Flat White

€1.50

powered by E.ON Flex

EPEX DE Spot

Flex Moment

FREE

Energy just went negative. Coffee is on the grid.

*Piaggio as potential vehicle partner — subject to confirmation. Visuals are conceptual renderings.

05 / 09

Earned

The story writes itself.

eFlexPresso Ape as a rolling news story · Tour de Flex across 5 cities · Press, TV, trade media cover the stunt · Local radio tracks the Ape live

Shared

Built for sharing.

Every free coffee becomes a social post · Hypercharged Stage concerts create shareable moments · Golden Tickets reward engagement · City vs. city ranking drives competition

Owned

Every touchpoint leads to E.ON.

QR code at every touchpoint leads to savings calculator · Flex Bonus Hamburg as welcome offer · Seamless handover into E.ON app and CRM

06 / 09

Modularity & Scalability

One core. Endless configurations.

Every module works on its own — and scales across all E.ON markets.

Narrative Layer

Tour de Flex

5 cities → Hamburg Finale · 23 days
Replicable in every E.ON market across Europe

Experience & Amplification

Hypercharged Stage

Alpitronic + live music
Replicable at any E.ON event

E.ON Social Activation

Content from all European E.ON regions
Local influencers per market

Brand Advocacy

E.ON C-Level serves coffee
LinkedIn leadership moments

The Core

eFlexPresso Ape

Live-priced coffee · Flex in 30 seconds · Works solo or as a fleet

Deployable in any E.ON market
Same mechanic · Local execution

Commercial

Flex Bonus Hamburg

Welcome offer for Hamburg
QR → Savings calculator → E.ON app

Golden NeX26 Tickets

Reward layer connecting all touchpoints
Earned, not purchased

FlexIndustry B2B

Same mechanic, different audience
Trade fairs · Partner events · B2B storytelling

Fully flexible, fully scalable — and every asset is reusable.

The E.ON eFlexPresso Ape is a permanent asset — reusable at trade fairs, internal events, employer branding, customer days, and across every E.ON market. Not a one-off campaign. Truly sustainable activation marketing.

Fleet size

1 Ape as proof of concept
3 Apes for a national tour
5+ Apes as a permanent fleet

Geography

Hamburg only for NeX26
Tour across German cities
Pan-European E.ON markets

Timeline

NeX26 event window only
Before, during & after NeX26
Year-round reusable platform

07 / 09

In summary