By the winter of 2022, Sweden and Europe were in the middle of a full-scale energy crisis, with rapidly increasing energy prices. As one of Sweden’s biggest energy companies, and the grid owner in the most expensive area, E.ON faced growing criticism. People were worried, frustrated and felt a lack of control. At the same time, there was a real risk of power shortages in the electricity grid.

We turned the everyday life of an ordinary family into a reality show on YouTube, creating a fully transparent energy experiment. The Jarnys is a family of nine heavy energy consumers living in a house filled with screens in every room, mini fridges, popcorn machines, hot dog makers and a fully equipped DJ garage. Their task was simple. Reduce their electricity consumption. Each episode followed a new mission focused on saving energy, showing how everyday habits could be changed in practice.

Before the energy crisis, from late 2021 to 2022, E.ON’s Brand Index was just above 5. By September 2022, it had dropped to 0.5. After the launch of The Jarnys, the trend reversed and reached a record level of 8.2 by January 1, 2024, following the final episode. In October 2023, one year after launch, E.ON was named Sweden’s most improved brand over the previous 12 months across all categories. During the most critical period, E.ON customers reduced their energy use by 14.5%, vs 6.3% nationally.