Acea Energie Nuove
Acea Energie Nuove, a company with more than 150 years of history in the supply of methane gas and sale of electricity, has embarked on a digital renewal to strengthen its online presence and engage new consumer targets. Through an in-depth analysis of the context and the identification of an evocative strategic insight, a multichannel communication capable of engaging and inspiring the audience was designed, strengthening Acea Energie Nuove’s presence in the Italian energy market.
Context
Acea Energie Nuove, born from a rib of the Acea Pinerolese Group, is a company with a long tradition in gas and energy supply. With the evolution of the energy market and the emergence of new competitors, the company recognized the need to renew its communication strategy to effectively reach new consumer segments and breathe new life into its narrative. The goal was to develop a digital strategy that would enhance the brand’s distinctive values, such as its focus on people, environmental sustainability, and local roots.
Activities
- Scenario Mapping
- Web Reputation
- Communication Strategy
- Content Strategy
- Promotion Strategy
- Customer Journey
- Creative Campaigns
Listen, understand, transform
With Acea Energie Nuove, the analysis brought to light meaning, potential, vision.
We started with listening: open meetings with those who live the brand every day to capture goals, expectations and shadow areas. From there we moved on to the analysis of the existing communication assets: channels, campaigns and materials, to understand not only how Acea Energie Nuove tells its story, but how much that story really speaks to its audiences.
At the same time, we cross-referenced data, insights and trends, interpreting the evolution of needs in a context, such as energy, that is constantly changing. And finally, web reputation: through Talkwalker we analyzed sentiment, spontaneous narratives and perceptions of the Net. Thus we drew the boundaries within which to move but, more importantly, the new directions to go.
A solid brand is first and foremost a good experience
The strategy emerged from a creative synthesis of insight, values and brand goals. We redefined the positioning, restoring its authenticity and evocative power. A narrative capable of speaking to people and at the same time consistently directing all communication choices. Then, we designed a multichannel ecosystem where each platform identified the right storytelling and tone of voice.
The social and ADV plan translated the strategy into a living and recognizable presence: themes, headings, formats, targeted adv: all aligned with a clear Acea Energie Nuove identity.
Finally, we consolidated the Customer Journey: starting with personas, we shaped the most effective contact and engagement paths, making each touchpoint a strategic relationship opportunity for Acea Energie Nuove.
