EDP gives advertising space to Portuguese businesses and launches new campaign with João Baião
Companies will benefit from a 50% discount in the 1st month and 25% until year-end. João Baião is the protagonist and shares advertising space with real customers.
As part of the institutional concept “Imagine the Next 50”, developed in the year in which EDP celebrates its 50th anniversary, EDP Comercial today launches a new commercial offer for businesses, supported by a campaign that strengthens trust and proximity with Portuguese companies.
Under the tagline “EDP has more to give to your business than you might imagine”, the campaign presents a new electricity offer aimed at businesses, with 50% off in the first month and 25% off until the end of the year. In the current context of increased pressure on operational and energy costs, this offer will allow companies to benefit from immediate savings that are sustained over the coming months. The offer is available for electricity power levels of up to 20,7 kWh. For households, EDP still has an ongoing offer of 10% discount forever, available until the end of this month.
The business-focused campaign launches tonight on national television and across the main advertising formats. João Baião remains the face of EDP’s commercial narrative, maintaining a humorous and accessible tone. Building on the idea of “giving businesses a little push”, the 50% discount on a key cost component for companies is brought to life through the energy of the campaign’s main character.
This time, however, the narrative will also include other protagonists: EDP will share its advertising space with real customers, giving them the opportunity to promote their businesses on national television, free of charge. The advertising spots will be broadcast on TV and shared across social media over the coming weeks.
This addition to the campaign’s main film reflects a distinctive approach, by giving visibility to, by giving visibility to companies that are part of the national economic fabric, placing them at the centre of the narrative and as protagonists of the brand’s communication. This strategy reflects EDP’s ambition to be the key energy partner for small businesses, recognising the fundamental role these companies play in the Portuguese economy.
The new multi-channel campaign is present across television, radio, social media, digital platforms, outdoor advertising and EDP Comercial stores. The creative concept was developed by NOSSA, the agency responsible for EDP’s commercial communication in Portugal, while Wavemaker handled the media planning.
This new campaign and commercial offer follow the average 11% price reduction applied by EDP Comercial to all SME customers on 1 January. EDP thus reinforces its leading position in the small business segment, both in terms of number of customers and energy consumption.
Watch the campaign video here:
Bakery: https://www.youtube.com/watch?v=VJarkpsSwno
Flower shop: https://www.youtube.com/watch?v=uYPvcqKaQAU
Making of: https://www.youtube.com/watch?v=9O3oqURL4_4