João Baião becomes an entrepreneur with EDP’s energy
João Baião is now focusing its energy on reaching small and medium-sized national companies. The campaign advertises a 37% discount for SMEs available for sign-ups during October.
EDP Comercial is launching a new communication campaign today aimed at strengthening its presence among Portuguese small and medium-sized enterprises. The company positions itself as an active partner in the energy transition of the Portuguese business sector, offering competitive solutions tailored to the specific needs of this segment.
Under the slogan "EDP has much more to offer your business", this campaign reinforces the company’s closeness not only to Portuguese families but also to businesses. It highlights a 37% discount on green electricity for six months, available to SMEs that sign up during October. This campaign continues the series launched earlier this year, which demonstrated why “EDP has much more to offer”, by showcasing the same high quality as always—now with lower prices—and value-added services such as electric mobility, free technical assistance, and solar energy.
João Baião, known to the public for his positive and approachable energy, remains the face of this EDP Comercial campaign. The presenter’s personality reflects the brand’s values, strengthening the emotional connection with the Portuguese people and reinforcing EDP’s mission to support those seeking competitive, sustainable, and innovative energy solutions.
This time, EDP has developed three different short films as part of a multi-platform campaign launching now. The films begin with João Baião seated in a meeting room, where an EDP manager presents him with the new offer for small and medium-sized businesses: a 37% discount on electricity. In response, João Baião declares that this discount gives him the energy to start his own business. The campaign unfolds from this premise, bringing to life three fictional businesses that could benefit from EDP’s new offer: the restaurant El Baión, the hair salon Cortes Baião, and the fruit shop FrutiBaião. Each film humorously and warmly illustrates the impact the right energy can have on a business.
This multi-platform campaign will be featured across television, radio, digital channels, billboards, and EDP stores throughout the month. The creative concept was once again developed by Nossa, the agency managing EDP Comercial’s account, while media planning was handled by Wavemaker.
To subscribe to this new offer, businesses can use EDP’s usual channels—such as the website edp.pt/empresas, phone lines, physical stores, or agents across the country—until October 31.
This campaign is part of EDP Comercial’s latest communication approach—close, simple, and direct—introduced in June. It reinforces the company’s commitment to supporting families and businesses with competitive solutions tailored to their needs. This positioning reflects EDP’s ambition to remain a trusted partner, currently serving over 3 million customers across the country, and to continue investing in innovation and sustainability to support its clients in the energy transition.
Continuing the digital transformation that began with the renewal of EDP Comercial’s website for families, EDP has now redesigned the business section to strengthen its connection with corporate clients. This update ensures that another of our communication channels is aligned with the pillars of proximity, competitiveness, and tailored offerings—making it easier to access personalized energy solutions, relevant content, and a more intuitive browsing experience.
Watch the campaign films here:
FrutiBaião: FrutiBaião | A EDP tem muito mais para dar ao seu negócio
El Baión: El Baión | A EDP tem muito mais para dar ao seu negócio
Cortes Baião: Cortes Baião | A EDP tem muito mais para dar ao seu negócio
Watch the campaign making-of here: Making of: "A EDP tem muito mais para dar ao seu negócio"