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Contesto
Il mercato dell’energia di solito è percepito come un labirinto. Per Elios CER la sfida era: spiegare le Comunità Energetiche Rinnovabili a chi, giustamente, diffida di ogni nuovo contratto e della complessità tecnica. L’obiettivo non era solo vendere energia pulita e profumata, ma far capire che si può diventare parte attiva di un ecosistema facendo squadra: se risparmi tu, guadagna il pianeta e fai felice Greta Thunberg.
Insight
Tutti diciamo sempre di voler fare qualcosa per il pianeta, ma poi ci blocca una sensazione di impotenza, quella che ci fa dire: “vabbè, ma io da solo cosa posso fare?”. Così abbiamo avuto un’intuizione: spostare il focus dal “risparmio della bolletta” per il singolo consumatore all’appartenenza a una “oasi”. In questo progetto, l’energia è diventata un bene comune dove ogni persona è diventata un membro di una comunità dedicata a produrre valore economico e ambientale.
Approccio creativo
Abbiamo scelto un linguaggio visivo e verbale fondato sulla chiarezza, eliminando ogni tipo di tecnicismo. L’approccio creativo ha quindi tradotto l'energia rinnovabile in un’estetica calda, solare e inclusiva. Il design non è stato usato come decoro, ma come strumento di semplificazione: ogni elemento dell’identità e dell’interfaccia digitale è stato pensato per rendere l'ingresso nella CER un atto semplice, immediato e gratificante.
Output
L'intervento di Katania Studio ha coperto l'intera catena del valore della comunicazione:
Brand Identity: una nuova veste grafica che unisce tecnologia e natura, rendendo il marchio immediatamente riconoscibile come leader green e accessibile.
Website & Digital Experience: progettazione di un portale di iscrizione fluido, eliminando ogni frizione burocratica e rendendo l'onboarding intuitivo.
Social Campaign & Lead Generation: una strategia di contenuti basata sull'educazione al valore e sul social proof, utilizzando testimonianze reali per costruire fiducia.
Risultati
La forza del pensiero strategico e tanti spinaci, hanno generato numeri che hanno validato il nuovo posizionamento:
500.000 Impression: il brand ha occupato il territorio digitale, diventando il riferimento per le CER nel territorio.
350 Lead qualificati: persone e aziende che hanno scelto di passare dall'interesse all'azione, entrando attivamente nella comunità.
Posizionamento: Elios CER è oggi percepita non come un’alternativa, ma come l’evoluzione naturale del mercato energetico.
Abbiamo dimostrato che quando la tecnologia esce a fare aperitivo con la comunità, l’energia smette di essere associata solo alla BoLlEtTa e diventa un’opportunità collettiva.
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