Endesa was facing a delicate situation in one of its most important territories: energy efficiency. Its communication around "saving energy" lacked credibility in a changing social context due to the increase in energy supply prices. This meant that the launch of a new product related to energy saving would require a triple investment effort to be seen as legitimate, credible, and gain consideration. Therefore, our challenge was to find a sufficiently innovative, disruptive, and notable strategy that could overcome these obstacles by being distinctive and working from the very purpose of the product without excessive investment. And knowing that the energy crisis was creating stress for people, Endesa had to address saving money on bills.

We identified that society expected the brand to play a more proactive role in energy conservation. Therefore, we decided to shift from a passive role of "you can save" to an active role of "We can help you do it."

We came up with a unique way to achieve this: creating advertising formats that save energy during their broadcast across media platforms. In other words, simply by being consumed, the format would actively save energy on the device it was played on (TV, Radio, and Digital). When you came consumed an Endesa ad, it was lower energy on your own screens or devices, reducing the amount energy used.

This benefited everyone, whether they were Endesa customers or not.

We gave back the energy savings credits to Endesa customers. So, the more Endesa ads you watched = the more energy you saved = the lower your bill got.

Endesa discovered that offers are not the only relevant thing when people are deciding which energy company to use. Consumers demand, in addition to price, sustainability, which is why the idea of EVERYTHING COUNTS was born, a campaign that not only offers a rate at a great price, but also rewards you for responsible consumption.

The target to which the campaign was directed was, above all, NON-CUSTOMERS, committed to the environment and savings around the whole country.

Endesa wanted to help consumers save energy through the advertising formats with which they were impacted.

We partnered with Atresmedia, one of the largest communication groups in the country, to increase the credibility and implementation of our campaign.

Atresmedia’s extensive ecosystem allowed us to have presence on Radio, TV, and Digital platforms, reaching a mass audience, harnessing the power of its most well-known presenters.

On TV, we created a series of live moments. Viewers could experience energy savings firsthand, because format adjusted contrast, lighting, quality, and colors. Even the presenters’ wardrobe on television was changed.

On Radio, we played with sound frequency and volume, collaborating with a renowned scientist who explained the technical aspects of the campaign. In addition, a comedian who helped us promote energy efficiency in a fun way.

On Digital, we created the "Energy Saving Mode button," which allowed users to reduce their computer's energy consumption while browsing the internet. We also had a special segment from a famous Spanish show, "El Rosco de Pasapalabra," featuring questions related to energy saving.

We also developed and produced energy-saving entertainment audiovisual formats for viewers, from the broadcasters.

Active saved +55,000 kWh for the audience, equivalent to 763,000 light bulbs switched on for 4 hours or a year's worth of washing machines for 215 families.

Reduced 23% mCO2e emissions compared to any other campaign.

+ 6pts Increased brand awareness

+ 38M viewers that saving energy (Spain’s total population: 48m)

+ 5% commitment to sign on Endesa

Perception Attributes:

+9% Product Quality

+7% Product Innovation

+4% “Saving energy” Perception