SORGENIA "QUELLO CHE CONTA"
| Title | SORGENIA "QUELLO CHE CONTA" |
| Brand | SORGENIA S.P.A. |
| Product/Service | ENERGY COMPANY |
|
Entrant
|
RED ROBIGLIO & DEMATTEIS Milan, ITALY
|
|
Idea Creation
|
RED ROBIGLIO & DEMATTEIS Milan, ITALY
|
Credits
| 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