Enel Romania commissioned Publicis Romania to communicate its gas and electricity offer through a new campaign

Cristina Blanaru Ads, Business, Creativity

Enel Romania launched a new commercial communication campaign, signed by Publicis Romania and running under the creative umbrella “You have the power to choose”. The new campaign debuts with a TVC promoting company’s offer for gas and electricity.

The creative platform started from the idea to show to the modern client that he has the power to choose and we come to welcome that with a portfolio tailored to answer his needs. This way, the segmentation was made on demographic criteria related to the profile of the main decision-maker within the household when it comes to choosing utilities and, moreover, based on the so-called “Life stages” – stages in everyone’s life and the heavy emotional moments that generate or pre-date them. These moments, that bring with them important choices and changes, are dramatized in the campaigns’ creations, in order to underline what really matters in people’s life

Eleodor Ghenoiu,

Head of Advertising and Brand Activation, Enel Romania

The creative plaform includes 6 TVCs dedicated to the products and services to be communicated or launched in the near future. The ads will be broadcasted during more integrated communication campaigns scheduled to take place this year.

We had on the table an interesting challenge: how do we explain to the general public the opening of a complicated market like the energy one in a simple (but not simplistic) manner, accessible (but not superficial), emotional (but not over dramatized)? We chose to get inspired from the way Romanians are redefine the way they use their power to choose. We are choosing more and more assumed, responsible and informed in many aspects of our live: we learned that we prefer more time with the family instead of more money, that when we join our forces we realize much better things or that learning isn’t stopping not even when you’re 50. Enel encourages the good choices and invites Romanians to choose better and better, also when it comes of the electricity provider

Ioana Mihai

Senior Strategic Planner, Publicis Romania

The teams involved in the campaign included:

  • Enel: Oana Gherasim – Communications Director, Eleodor Ghenoiu – Head of Advertising and Brand Activation, Ioana Știrbulescu – Advertising Coordinator, Alina Boca – Brand Identity Specialist; Ionuț Duna – Marketing Manager; Mircea Marza – Head of Product Development; Simona Muntean – Product Manager; Cătălina Vulpe – Go To Market Coordinator.
  • Publicis:  Jorg Riommi – Chief Creative Officer, Titus Dumitrescu – Executive Creative Director, Romulus Petcan – Group Creative Director, Gabriel Gherca – Group Creative Director, Mihnea Gheorghita – Copywriter, Stefan Manole – Art Director, Roberta Schuster – Art Director, Raluca Kovacs – Head of Strategy, Ioana Mihai – Senior Strategic Planner, Catalin Albu – Client Service Director, Emanuela Ionescu – Account Director, Anca Morega – Account Manager, Roxana Niculae – Account Manager, Ioana Ivan – Account Executive, Roxana Bularca – Digital Account Manager, Camelia Efrimov – Senior Producer
  • Mitra Film: Gabriel Antal – Senior Producer; Costin Rantes – Producer, Sam Washington – director, Gabriel Hirit – fotograf.