The Energy market in Italy is characterized by a constant presence and variety of competitors. With a non-stop communication on sustainability values, often approached in a generic, boring way, distant from everyday life. The sustainability is often perceived as a difficult topic: on the one hand too inflated, from the other hand considered pedantic. Today green attention is at its best above all among the new generations. The challenge was therefore to emerge in this competitive scenario and make sustainabiliy a topic accessible to all, teaching new generations how easy it is to respect the Planet. That's why we looked for an entertaining and funny way to promote sustainable habits, starting from new generation. E.ON is strongly committed in sustainability and in promoting a responsible use of energy, therefor the primary objectives of the project were to increase brand awareness on their brand positioning, and of course to create engagement.

We have chosen a famous song: Gioca Jouer, an evergreen song in Italy (a cult from the Eighties that has made several generations of Italians dance from then until today). A song written to be danced miming simple gestures (sleep, hitch a ride, wave your hand). We took the most iconic moves of Gioca Jouer and turned them into actions related to sustainable habits (switch off, recycle, ride a bike, ecc.) That’s how we created the ECO Jouer song and dance. We created a videoclip (based on the original one) but set in a modern city with green energy solutions. We also used former author’s son, the 21-years-old singer Leo Cecchetto as protagonist that was the leader of 5 dancers that we chosed on basis of inclusion and diversity criteria. We launched the song through a TikTok Challenge. ECO Jouer, fresh and engaging, makes everyone dance.

The target was potentially anyone, because only if sustainable habits become automatic for the majority of people, we can collect significant results. We reached the older people through the popularity of the original song, that in Italy is universally known, loved and danced. The use of TikTok creators and the participation of the original author's son were the key to reach the younger ones. The author of the song, Claudio Cecchetto, is a singer, DJ and talent scout very popular in Italy. His son is trying to follow his footsteps as a singer. The message is very relevant for the platform in which it was launched at first, as singing and dancing are one of the most popular forms of expression on TikTok. Also the younger target was fondamental in this project, since we entered in schools using ECO Jouer as a sustainability education tool.

ECO Jouer entered into over 500 primary and secondary classes in Italian school, teaching children how to protect the environment while having fun, through dance, music and also thanks to ECO Jouer educational cards representing all the gestures. The EcoJouer song and dance, with the aim to conquer a bigger audience, was launched on all E.ON Social Media channels. Especially on TikTok through a special challenge: the EcoJouerChallenge, through which the content went viral. It’s with this project that E.ON inaugurated its profile page on the social platform. Creators were involved and thanks to their personality they add value to the project. In addition to social media, digital content was created on daily entertainment and news websites. Content on digital radio sites, such as Deejay and Radio Italia. In addition, advertorials were created with editorial content in weekly magazines. The campaign was live from 21/10/2021 to 17/11/2021.

Brand Awareness after campaign 43,5% (+3.9 percent versus previous month)

880 Millions of views

1.4 Millions of interactions

33 Millions of people reached (only in Italy)

More than 400 User Generated Content on TikTok

from 0 to 15 thousand followers on TikTok in 10 days

The total amount of CO2 produced (18 tons) for filming the video was entirely compensated by planting new trees.