Advertiser: ENEL
Agency: SAATCHI & SAATCHI
Category: Best use of Social Media Marketing in a Promotional Campaign
Creative Executive Director: Agostino (Toscana)
Account: Alessandra (Falconi)
Creative Director: Alessandro (Orlandi)
Account: Carolina (Cenci)
Copywriter: Alice (Scornajenghi)
Creative Director: Manuel (Musilli)
Client: Laura (Giovannini)
Production Company: Think (Cattleya)
Account: Giorgia (Buoncristiani)
Copywriter: Laura (Palombi)
Developer: Logicweb
Creative Director: Agostino (Toscana)
Art Director: Alessio (Bianconi)
Client Brief Or Objective
Enel launches a new offer: 1 month of energy for free.How to involve users and get them involved in the offer?Giving them even more ...
Relevancy
Thanks to this campaign and to it's viral potential, thousands of posts that linked back to the offer on Enel's official page were shared spontaneously by users.
Implementation
Idea: 1 MONTH OF RICCARDO FOR FREE.The only month in which, if you have to say something uncomfortable to someone, the most caustic comedian on Italian television Riccardo Rossi, will do it for you!We helped thousands of people to finally say what they really thought, letting Riccardo Rossi doing the dirty work.We made more than 100 short videos and users were able to use and share them with those who deserved them and get it off their chest.But Riccardo did not stop here and for the most difficult cases he intervened in person...
Outcome
In the month of the opreation, Enel's fanbase more than doubled and the products website increased traffic by 70%.And more importantly, during the campaign a record was set for the first semester of 2012: the highest number of online subscriptions to Enel's products in two weeks.