June 10, 2024 marks the beginning of the new institutional communication campaign promoted by Arerathe regulatory authority for energy, networks and the environment, entitled “Ask the Arera“. This initiative is designed to help consumers resolve doubts and issues related to electricity and gas supplies, in view of upcoming changes, such as the end of the electricity protection service scheduled for 30 June 2024.
The objectives of the campaign
The main objective of the campaign is to inform citizens about the various tools and resources made available by Arera. These tools are designed to analyze energy consumption habits, compare the offers on the free market, know your rights as consumers and learn how to read energy bills correctly. This communication action integrates the initiatives already carried out by the Ministry of the Environment and Energy Security regarding the “greater protection end”, as provided for by the Energy Decree-Law of 9 December 2023, n. 181.
The campaign is structured through a TV and radio advert which will be broadcast on national channels and on Rai spaces. This commercial will be further amplified on social media with video tutorials that quickly and easily explain some of the main topics related to energy supplies.
The TV commercial and information channels
The heart of the campaign is a 30-second TV spot, created by Connexia, the marketing and communications brand of the MarTech Company Retex. In the commercial, a woman reading her electricity and gas bill is faced with numerous doubts. To search for answers, she ironically turns to a series of unlikely characters: her mother, her neighbor, the barman, the Aikido teacher, her son, the psychologist and even the cat. None of them can give her a satisfactory answer. The proposal of the commercial is clear: rely on Arera, the competent institutional interlocutorwhich offers useful information and tools through the website and the Consumer Help Desk.
