case history eni cecilia preti (1)
TRANSCRIPT
eni case history
BACKGROUND
Ø Eni is an integrated energy company, committed to growth in research, manufacturing, transporting, transforming oil and natural gas.
Ø But Eni is also the company present on field to provide work, development, sharing its know how to serve technological research and innovation and sustain community values. !
Ø However Eni is not yet perceived as an integrated company as it still talks with different names and brands: mainly Eni for energy and Agip for oil & gas!
Cecilia Pre0 – strategic planner [email protected]
eni case history
THE CHALLENGE
Strengthen the convergence process renewing Eni brand identity and make it
coherent and consistent within the company itself and in communication
Cecilia Pre0 – strategic planner [email protected]
eni case history
A PROCESS IN FOUR STEPS
1. Analyze Eni context and the energy global market
2. Define a unique and distinctive brand essence for the brand
3. Build the new logo!
4. Develop the new language and communication !
Cecilia Pre0 – strategic planner [email protected]
eni case history
STEP 1. ANALYSIS
A group of work where client and agency planning department work closely together:
– Analysis of Eni context and competitors
– Hypothesis validation through: " Research: qualitative, quantitative, global semiotic analysis of global market
" Internal workshop with Eni manager
" International Advisory Board!
Cecilia Pre0 – strategic planner
eni case history
STEP 2. BUILDING THE BRAND ESSENCE
Ø Eni wants to be enzyme: share the benefits with its own partners as a generator of energy and culture
Ø Eni approach is open, made of transparent, equal and horizontal relationship with all strake-holders
Ø Eni’s strength is not about production but about its ability to distribute/share energy in all its shapes for all its uses.
Focus on main point of difference between eni and other energy companies: sharing and cooperation.!
PERSONALITY!
BRAND ESSENCE!
MISSION!
VISION!
COMMUNICATION APPROACH!
VALUES!
Cecilia Pre0 – strategic planner [email protected]
eni case history
THE BRAND ESSENCE
"OPEN ENERGY" !
An open and innovation system able to create a virtuous circle where energy
is enzyme of development and wellbeing
Cecilia Pre0 – strategic planner [email protected]
eni case history
STEP 3. THE NEW LOGO
Please check the link below for complete explanation of the new logo http://www.eni.com/brand_eni/en/1_il_marchio_eni_oggi.shtml Cecilia Pre0 – strategic planner
Trademark in 1998
Trademark today
eni case history
STEP 4. THE NEW COMMUNICATION
THE INSIGHT !
THE STRATEGY !
Re-positioning eni as a modern, innovative company !Raise the awareness of all its services !Increase the goodwill towards the brand!
“Big companies, like eni, are like the black monolith of space odyssey: unfathomable, opaque. You never really know what they do, aside trying to sell you their products”.!
Make eni not only a service provider for private citizens, !but also an engine for the development of the country.!
THE RESULTS !+70% awareness!+66% campaign positive opinion!+43% brand positive opinion!
THE CREATIVE IDEA!Promote culture and innovation though a new language commissioning new young talents to represent, each in their own different ways, eni’s services and products in communication.!!
THE OBJECTIVES!
Cecilia Pre0 – strategic planner [email protected]
eni case history
enizyme.com – a portal showcasing the talent of the artists selected for the communication activities. Today featuring 80 artists, designers, directors. www.enyzime,com
Cecilia Pre0 – strategic planner [email protected]
eni case history
Corporate campaign ‘sand’ – January 2010!
• Likeability: 66.1%,
• Commercial recognition registers the highest percentage level since 2007: 37,4%
Source: STP - Energia – Eurisko April 2010
http://www.eni.com/brand_eni/en/marchio/campagna/campagna-2010/la_campagna_istituzionale.shtml
Cecilia Pre0 – strategic planner [email protected]
eni case history
eni light and gas campaign – June 2010!
• More than 700 people, 4 hot air balloons, hundreds of chinese lanterns for the event in Rome.
• Videos of the event posted on you tube the day after the event, before the spot was even on air.
https://www.youtube.com/watch?v=rVl0Gw8jCKI
Cecilia Pre0 – strategic planner [email protected]
eni case history
