The Illumia Show
Brand Campaign
The power of orchestration. From brand consistency to business impact.
Context
The Italian energy market is crowded, highly competitive and promotion-driven. Illumia did not need “another campaign”.
It needed to become:
– known, recognised, and chosen
– a credible brand, close to people and their real needs
Challenge
Position Illumia as a distinctive energy brand in an aggressive market, while:
– reaching and involving a broad national cross-generational audience
– building brand awareness on relations, transparency and simplicity
– driving product awareness as a strategic layer
Blossom guided Illumia in building a long-term communication platform where brand values, entertainment territory, and products are activated through data insight and strategic communication choices turning awareness into a concrete business asset.
Transforming a campaign into a strategic ecosystem
To answer this challenge, we redesigned Illumia’s strategic approach: we changed the testimonial, capitalised on every awareness, engagement and conversion effort by launching the campaign and a branded podcast as one continuous journey, and built a strategic integrated narrative ecosystem with clear, distinctive and memorable elements.
One concept. Energy as a relationship. And as pure entertainment.
The insight: People often live their energy supplier as a bad relationship. Hidden costs, unclear bills, no dialogue.
The creative idea amplifies this feeling and flips it.
Illumia is where these relationships finally find “the right and good energy”.
Key campaign elements
Elio e le Storie Tese
A the perfect mix of show, music and nonsense: entertainment as strategy.
A fictional talk show format
A surreal TV talk show hosted by Elio e le Storie Tese and called “The Illumia Show”, where the guests are energy characters in crisis with one structure: the problem, the recurring question “And then?”, the turning point with: Illumia!
A red universe with giant puppets
Puppets with energy problems become the main characters of a world awash with red, designed to grab attention at first glance.
A catchy jingle
A simple, repeatable jingle that can carry brand and products without changing language.
Organic communication: brand, product and a lot of entertainment
For digital and social, the concept about relationships and the format are reinvented and evolved.
The campaign format becomes the backbone of Illumia’s always-on content, recurring social formats with the same characters in mini-sketches, light educational hints, Q&A.
The goal: to make the most of each platform in its own way and within its own limits, addressing the platform’s specific audience each time, whilst remaining part of a single, coherent universe.
Energumeni. A branded podcast as pure entertainment.
To complete the ecosystem and make audio a long-term asset, we built a podcast designed to support engagement.
In every episode, a totally made-up, improbable character “low on energy” starts a surreal conversation with Elio and the band, mixing nonsense and almost-serious advice to find a playful “energetic solution”, always in the key of humour.
The Illumia Show goes to Sanremo. The visibility accelerator
Elio e le Storie Tese’s video-jingle appeard in prime-time TV breaks during Sanremo tv show. In parallel, digital and social channels amplify the concept, while organic content keeps the brand present.
