Edison

EDISON: A NEW ADVERTISING CAMPAIGN

On September 28, Edison’s new television spot hits the airwaves !

                        

With the full deregulation of the electric power market, Edison can now target the residential market, offering a highly attractive sales package to Italian families: Edisoncasa . This new sales package was unveiled with a TV launch on Sunday, September 28. The campaign specifically targets families, who are now finally free to choose. To convey its message, it uses experts that really understand electric power: household appliances. And so vacuum cleaners, washing machines, ovens, refrigerators air conditioners, fans and toasters are the stars of the campaign that McCann Erickson developed to launch the Edisoncasa sales package.

The media plan is quite extensive, with coverage on all national, private and satellite networks (spots aired more than 4,000 times). Additional support will be provided by spots on the main national radio networks (spots aired more than 1,400 times) and presence in newspapers and magazines (about 150 issues). In addition, the advertising campaign will also reach consumers in movie theaters and on buses and taxis (spots shown 60,000 times). Lastly, a virtually blanket presence on the main Italian web portals, with more than 200,000,000 impressions, will complete the plan.

On air: from September 28, 2008 on TV on Rai, Mediaset and Sky
Advertising agency: McCann Erickson
Director: Roenberg
Production: Indiana Production Company
Music: “All Smiles” Jessica Penner

Description of the commercial: The commercial, which was developed by McCann Erickson, working with Marco Cremona, Executive Creative Director, and Davide Rossi, Creative Director, was filmed by Joachim&Espen Roenberg, a team of two young Norwegian film directors who have won many advertising awards, including a Lion at the last Cannes International Advertising Festival for the Hydros campaign. Two 30-second spots are used in this campaign, both conveying the main feature of the sales package: a 20% discount on the bill. The tagline is “cambia l’energia” [it’s a whole new energy]. The creative concept is based on the idea that the first to understand the revolutionary essence of the sales package are the top experts in the business: home appliances. And so it is not surprising to see an oven abandoning its kitchen, a vacuum cleaner traveling on a sidewalk and a washing machine on a trolley car: they are fleeing from their old homes and flocking to Edison’s home. The entire city is overrun by appliances that are moving toward the Edison offer — a major filming effort made possible by the ingenuity of the film crew.