“Ask all’Arera” is the new institutional advertising campaign promoted by Arera, Regulatory Authority for Energy, Networks and the Environment, starting on Monday 10 June. The initiative was designed to help consumers to resolve doubts about electricity and gas supplies, especially in view of the changes linked to the end of the electricity protection service scheduled for June 30, 2024. The team signs the creative concept and manages the planning Connexiathe marketing and communication brand of the martech company Retex which won the Arera tender in 2023.
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The commercial, on air on television and radio, broadcast on national channels and then on Rai spaces made available by the Department for Information and Publishing of the Presidency of the Council of Ministers, has the aim of making citizens aware of the information and the free tools made available by the Authority to understand how to deal with new developments in the energy market, for example to analyze one’s consumption habits, compare offers on the free market, know one’s rights or learn to read the bill. The campaign will be amplified also on social media with online video tutorials from June to Augustwhich will explain to users the main issues related to energy supplies.
In the 30” TV story a woman reads a bill and has doubts about changes in her electricity and gas supplies. From this moment on, a series of perplexed figures are shown in an ironic way to whom the protagonist turns to ask for explanations, but who are unable to give her an answer: the mother, the neighbor, the barman, the Aikido teacher, the son, the psychologist and even the cat. The proposal is therefore to rely on the institutional interlocutor who can help you, Arera, which through the consumer pages on arera.it and its consumer desk, also on the toll-free number 800166654, provides useful information and tools.
“At a time when doubts and perplexities about changes in supplies distress many Italians, it is essential to communicate the central, informative, but also concrete support role of Arera,” he says about the campaign Riccardo Catagnano, Executive Creative Director of Connexia. “Doing it with lightness and humor is a precise communication choice, so that users feel ever closer, understood, and know they can count on the tools made available by the Authority to dispel all their uncertainties”.
Arera’s advertising campaign: here are the credits
- Agency: Connexia, A Retex brand
- Executive Creative Director: Riccardo Catagnano Account Director, Maria Mastrolia
- Copywriter: Elena Briganti
- Art Director: Martina Mora
- Senior Account: Giulia Capaccioni
- Executive Account: Eloïse Bellati
- Media Director: Paola Luzzi
- Media Strategist & Research Lead: Stefania Pozzoni
- CdP: Connexia Media House
- Film Director: Simone Saponieri
- Colorist: Alberto Cammarano
- Producer: Giulia Vigna
