The Floating Boat on the lake is a special outdoor installation which had a great impact on people because it made visible an invisible consequence of the climate change. A simple visual idea that's a reminder of how the drought caused by climate change affected Italy in the past year.

The installation helped the community to become aware of the problem and raise awareness of the issue. The boat was therefore the physical and spectacular medium through which a bond was created between the brand, the territory and the people. A bond that was later extended through all media channels.

Climate change is manifesting all over our territory with its consequences. Among these, extreme weather phenomena are challenging our environment.

In Italy, the level of the Garda Lake dropped (averagely) by 75cm in the last 4 years. That’s why we decided to put our installation specifically in the Garda Lake.

Climate change is manifesting all over our territory with its consequences. Among these, extreme weather phenomena are challenging our environment.

In Italy, the level of the Garda Lake dropped (averagely) by 75cm in the last 4 years.

Through this campaign we wanted to aware people on the impact of our behavior on the environment, through an impacting outdoor installation showing the cm lost by the lake due to droughts.

Through this campaign, other main objectives were: :

Positioning E.ON as the promoter of a «green movement» aimed at making Italy greener, by spreading knowledge and good advices to make our future more sustainable.

Increase E.ON brand awareness of 3p.p. (vs previous month)

Increase E.ON advertising awareness of 5p.p. (vs previous month)

Increase E.ON App downloads (vs previous month)

Increase E.ON Website traffic (vs previous month)

Increase E.ON instore traffic.

This project become a fully integrated campaign that touched all media channels (TV, Radio, Print, OOH, Digital ADV, Social, Street Marketing, Podcast). The boat can also be seen on Google Maps. The news immediately spread around the web, as demonstrated by 460 articles on the operation in local, national and international newspapers and 17 million views on social media.

Local people (but also around European) were touched by the campaign that started conversations and debates about climate change and its devastating consequences.

On the contrary, the local government, which tends to minimize the impact of climate change, protested and opposed the boat, saying it was damaging tourism.

The perception of the brand increased as concretely committed one to protecting the environment and building a more sustainable future. Many people intrigued by the operation visited E.ON website (+39%) and left contact details to support E.ON's action (+61% solutions leads).

The campaign audience ”Modern Eco-Friendly Families and House Owners” was made of people from 25 to 65y.o., usually responsible of economic choices and decisions, and who care about sustainability. E.ON clients and non-clients were both included.

To aware people on the importance of making sustainable daily choices, we leveraged on an impacting creative idea. An installation - the heart of this communication campaign - with great emotional and visual impact, representing a boat suspended above water, to show where the level of the Garda Lake arrived in the past, and thus the cm lost by the lake in the last 4 years, due to climate change (which have not been completely recovered, despite the copious rains of the recent months).

To reach the audience, we delivered our campaign on both traditional media (TV, radio, press/print, DOOH) and digital media (social, digital ADV) through a fully integrated communication and media plan.