SORGENIA "QUELLO CHE CONTA"

TitleSORGENIA "QUELLO CHE CONTA"
BrandSORGENIA S.P.A.
Product/ServiceENERGY COMPANY
Entrant RED ROBIGLIO & DEMATTEIS Milan, ITALY
Idea Creation RED ROBIGLIO & DEMATTEIS Milan, ITALY
Credits
Name Company Position
Paolo Dematteis - Riccardo Robiglio RED Robiglio & Dematteis Chief Executive Officer
Teresita Vanotti Red Robiglio & Dematteis Planning Director
Samen Mercurio Cinematografica Director
Francesco Pistorio Mercurio Cinematografica Production company
Matteo Chiarello Mercurio Cinematografica Photography
Luciano Rigamonti Peperoncino Studio Post production

The Campaign

The idea is to admit the errors of the past. Speak about the future leveraging on fall and restart as a perfect example in everyone’s life. This honest admission made people closer to the brand, and allowed to speak about energy as a human value.

Creative Execution

The communication idea rooted in the choice of a testimonial: a person that has lived the same story as Sorgenia. Fall and rebirth. The choice has been Bebe Vio, a young paralympic athlete who suffered a severe illness and at 19 won the gold to Rio. TV and press began to tell Bebe’s story asking people to recount on social media their own personal life challenges. Bebe is a phenomenon of the digital age and our request was immediately responded to by millions of followers. More important many of them began to produce and share their own video stories.

Impression: march-15 july 13.153.459 Coverage: march-15 july 4.461.611 Youtube: 3 Million views in just 1 month

In 2010 Sorgenia was the largest private energy company in Italy. Questionable management choices, debts and political scandals brought it to bankruptcy. New owners took over and decided to relaunch. A new business model has been developed giving to Sorgenia a totally new perspective on the market.

Target audience (consumer demographic/individuals/ organisations) smart living people: 25-54 mostly male SE middle-high digital oriented