11 October 2023 – ENGIE, one of the main players in the energy market, serving domestic users, condominiums, businesses and institutions, is back with a brand and product advertising campaign for TV, digital and social media channels.
The creative concept and deliverables for the new multi-subject campaign were conceived by the team at Connexia, the marketing and communications brand from the MarTech company Retex.
ENGIE is an international company with a green and future-oriented philosophy. It is therefore working to accelerate the transition to a carbon-neutral economy through solutions based on energy efficiency and respect for the environment. With offers tailored to each target market, the company has 1 million retail customers in Italy and is responsible for the energy efficiency of 350 municipalities and 650,000 public lights.
Since it began in 2022, the collaboration between ENGIE Italia and Connexia has resulted in numerous communication initiatives, including adapting the parent company’s brand campaign for the Italian market, creating digital campaigns, and defining the B2C positioning strategy. The new campaign, created and produced by Connexia under the creative direction of Riccardo Catagnano, responds to two objectives: strengthening the position of the ENGIE brand in the Italian market and promoting its consumer offer. The result is a unique key visual that ties together the brand and product communication objectives, transforming the graphic element in the logo into a symbol of ENGIE’s own energy, which flows, activates and brings the image to life.
The story focuses on three key themes: the brand’s commitment to sustainability and use of green energy; its energy provision and energy efficiency services for the domestic segment, companies and public authorities; and the two main offers for end consumers, at fixed and variable rates. This narrative gave rise to a campaign spanning multiple subjects and formats.
Since 24 September, the comprehensive initiative, based on a heterogeneous target market aged 35+, has been running on the main television channels and CTV network, on the primary publisher networks and on the Google and Meta platforms, with adverts in different formats: a 30-second version, which talks about ENGIE’s services on a broad scale, and two 15-second versions, which focus on more specific target markets.
“The energy transition, a focus on new generations, and strong roots in the area are the key elements of ENGIE’s communications,” explained Laura Masi, Brand, Communication & Public Relations Director at ENGIE. “We wanted to create a narrative that could reach a very wide audience and explain the activities of our competent and reliable company, which is present throughout the energy supply chain, in addition to highlighting the values that shape the work of all ENGIE personnel, who are striving to meet our Carbon Neutrality objectives every day.”
“Today, talking about energy, which most Italians viewed as a simple commodity until just over a year ago, is a complex challenge,” noted Riccardo Catagnano, Executive Creative Director at Connexia. “Now that energy is debated on a daily basis, it’s time to talk about the commitment, ideas and “energy” that a global player like ENGIE pours into the world to improve the efficiency of companies and institutions, and to be closer to its end consumers.“