EDP launches “Forever Discount” campaign
In the year it celebrates 50 years of history, EDP is launching its longest-running offer yet: a 10% discount on electricity bills for life. Available to new customers who sign up by the end of April, the campaign guarantees permanent savings on energy bills and reinforces EDP’s positioning as a company offering competitive solutions tailored to the needs of Portuguese families. Through this initiative, EDP aims to strengthen its leadership in the sector with a distinctive offer focused on delivering tangible benefits to households.
Under the tagline “A discount beyond what you can imagine”, the campaign builds on the commercial narrative launched in June last year which, in this anniversary year, evolves into “EDP has more to give than you can imagine”. João Baião once again takes centre stage in an EDP Comercial campaign. His strong connection with Portuguese families, combined with his energetic and genuine personality, reflects the values of proximity and trust that EDP seeks to reinforce among both existing and potential customers. The initiative is also aligned with the institutional concept “Imagine the next 50”, developed to mark EDP’s half-century anniversary.
In the advertising spot, an unexpected gift becomes the highlight of EDP’s birthday celebration: a lifetime discount on electricity bills. Amid the festivities, João Baião reacts with excitement, setting off on an imaginary journey through the future and across space, from a Portuguese space station to an unknown planet, always asking the same question: can it really be forever? Combining humour, surprise and fantasy, the answer remains clear throughout, reinforcing the strength of a timeless promise.
With more than three million residential customers in Portugal, EDP has sought to lead the market through competitive prices and innovative solutions that encourage more sustainable and efficient choices. These include electricity offers tailored to different consumption profiles, energy efficiency products, everyday benefits through EDP Packs, solar solutions for different types of homes, electric mobility, personalised advisory services, consumption management tools and integrated energy systems.
This is EDP Comercial’s second major announcement of the year, following the launch in early January of a new simple, intuitive and personalised app. Through a digital assistant called Eddy, the app provides efficiency and savings tips tailored to each customer’s specific circumstances.
The new multimedia campaign is being rolled out across television, radio, social media, digital platforms, outdoor advertising and EDP Comercial stores. The creative concept was developed by NOSSA, EDP Comercial’s agency, while media planning was handled by Wavemaker.
To sign up for this offer, available until the end of April, consumers can use the company’s usual channels: edp.pt, telephone support lines, or EDP Comercial stores and agents throughout the country.
Watch the campaign film here: “A discount beyond what you can imagine”
Watch the campaign making-of here: “A discount beyond what you can imagine” – Making of.