case history eni cecilia preti (1)

eni  case  history  

BRAND REPOSITIONING

Cecilia  Pre0  –  strategic  planner    Ceciliapre0@gmail.com  

eni  case  history  

BACKGROUND

Ø  Eni is an integrated energy company, committed to growth in research, manufacturing, transporting, transforming oil and natural gas.

Ø  But Eni is also the company present on field to provide work, development, sharing its know how to serve technological research and innovation and sustain community values. !

Ø  However Eni is not yet perceived as an integrated company as it still talks with different names and brands: mainly Eni for energy and Agip for oil & gas!

Cecilia  Pre0  –  strategic  planner    Ceciliapre0@gmail.com    

eni  case  history  

THE CHALLENGE

Strengthen the convergence process renewing Eni brand identity and make it

coherent and consistent within the company itself and in communication

Cecilia  Pre0  –  strategic  planner    Ceciliapre0@gmail.com    

eni  case  history  

A PROCESS IN FOUR STEPS

1.  Analyze Eni context and the energy global market

2.  Define a unique and distinctive brand essence for the brand

3.  Build the new logo!

4.  Develop the new language and communication !

Cecilia  Pre0  –  strategic  planner    Ceciliapre0@gmail.com  

eni  case  history  

STEP 1. ANALYSIS

A group of work where client and agency planning department work closely together:

–  Analysis of Eni context and competitors

–  Hypothesis validation through: " Research: qualitative, quantitative, global semiotic analysis of global market

" Internal workshop with Eni manager

" International Advisory Board!

Cecilia  Pre0  –  strategic  planner    

Ceciliapre0@gmail.com    

eni  case  history  

STEP 2. BUILDING THE BRAND ESSENCE

Ø  Eni wants to be enzyme: share the benefits with its own partners as a generator of energy and culture

Ø  Eni approach is open, made of transparent, equal and horizontal relationship with all strake-holders

Ø  Eni’s strength is not about production but about its ability to distribute/share energy in all its shapes for all its uses.

Focus on main point of difference between eni and other energy companies: sharing and cooperation.!

PERSONALITY!

BRAND ESSENCE!

MISSION!

VISION!

COMMUNICATION APPROACH!

VALUES!

Cecilia  Pre0  –  strategic  planner    Ceciliapre0@gmail.com    

eni  case  history  

THE BRAND ESSENCE

"OPEN ENERGY" !

An open and innovation system able to create a virtuous circle where energy

is enzyme of development and wellbeing

Cecilia  Pre0  –  strategic  planner    Ceciliapre0@gmail.com    

eni  case  history  

STEP 3. THE NEW LOGO

Please check the link below for complete explanation of the new logo http://www.eni.com/brand_eni/en/1_il_marchio_eni_oggi.shtml Cecilia  Pre0  –  strategic  planner    

Ceciliapre0@gmail.com    

Trademark in 1998

Trademark today

eni  case  history  

STEP 4. THE NEW COMMUNICATION

THE INSIGHT !

THE STRATEGY !

Re-positioning eni as a modern, innovative company !Raise the awareness of all its services !Increase the goodwill towards the brand!

“Big companies, like eni, are like the black monolith of space odyssey: unfathomable, opaque. You never really know what they do, aside trying to sell you their products”.!

Make eni not only a service provider for private citizens, !but also an engine for the development of the country.!

THE RESULTS !+70% awareness!+66% campaign positive opinion!+43% brand positive opinion!

THE CREATIVE IDEA!Promote culture and innovation though a new language commissioning new young talents to represent, each in their own different ways, eni’s services and products in communication.!!

THE OBJECTIVES!

Cecilia  Pre0  –  strategic  planner    Ceciliapre0@gmail.com    

eni  case  history  

enizyme.com – a portal showcasing the talent of the artists selected for the communication activities. Today featuring 80 artists, designers, directors. www.enyzime,com

Cecilia  Pre0  –  strategic  planner    Ceciliapre0@gmail.com    

eni  case  history  

Corporate campaign ‘sand’ – January 2010!

•  Likeability: 66.1%,

•  Commercial recognition registers the highest percentage level since 2007: 37,4%

Source: STP - Energia – Eurisko April 2010

http://www.eni.com/brand_eni/en/marchio/campagna/campagna-2010/la_campagna_istituzionale.shtml

Cecilia  Pre0  –  strategic  planner    Ceciliapre0@gmail.com    

eni  case  history  

eni light and gas campaign – June 2010!

•  More than 700 people, 4 hot air balloons, hundreds of chinese lanterns for the event in Rome.

•  Videos of the event posted on you tube the day after the event, before the spot was even on air.

https://www.youtube.com/watch?v=rVl0Gw8jCKI

Cecilia  Pre0  –  strategic  planner    Ceciliapre0@gmail.com    

eni  case  history  

eni  case  history  

Thank you

Cecilia  Pre0  –  strategic  planner    Ceciliapre0@gmail.com