Illumia Park
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Blossom for

Illumia Park

Omnichannel campaign

Can an energy provider go beyond energy?

For Illumia, a family-run business in the energy sector, 2024 marked a transformative year with the acquisition of 600,000 new customers from the free market. 2025 will be equally significant.

After spending a year building recognition and reassuring new arrivals, Illumia is now ready to showcase its wide range of products and services. The goal? To attract new customers and strengthen loyalty among existing ones.

Product or brand campaign? Why not both.

Blossom crafted a campaign that merges the promotion of products and services with the goal of strengthening Illumia’s brand recognition. Designed for flexibility and variety, this campaign not only showcases Illumia’s current range of offerings but is also open to new products and services launching throughout 2025. It provides the marketing and communication teams with the necessary flexibility to communicate effectively, while simultaneously helping to solidify Illumia’s awareness and positioning.

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Out of homes, into an amusement park

The campaign comes to life within Illumia Park, an imaginative realm where the brand’s energy is free to manifest in all its forms. Each attraction tells the story of an Illumia product or service: the Ferris Wheel symbolizes the app and reserved area, offering a clear view of one’s energy supply; the Tunnel of Love illustrates the journey shared by customer care and clients, side by side; and the Roller Coaster represents the ups and downs of the energy market, which become less daunting thanks to Illumia’s tailored offerings.

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Where the brand promise finds its space

Taking an energy provider beyond its usual domestic setting is a strategic decision for several reasons: it allows us to diversify our storytelling and create a rich mix of live-action scenes and AI-generated scenarios. This approach offers a wide range of situations that encompass Illumia’s entire offering.

It guides the viewer outside the home, yet remains in a familiar dimension where Illumia operates, capable of evoking positive memories. This journey leads us into the realm of entertainment, where the brand promise—to ignite people and fuel their passions, as well as their homes—finally finds its space.

Evolving with consistency

The 2025 campaign takes us into a new dimension while maintaining continuity with 2024, thanks to several essential elements. From our spokesperson, tennis player Matteo Berrettini, who now plays the role of a guide leading us through the park, to the brand’s key concepts—closeness and reliability—and the headline, which evolves from last year’s by incorporating a crucial idea for the brand: the desire to go beyond merely supplying electricity, gas, and fiber.

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An omnichannel campaign planned for 2025

Blossom took charge of developing the concept and defining the visual and verbal identity, overseeing the production and crafting of the multi-subject campaign, which includes both video and static content. The campaign is driven by a communication strategy encompassing owned, earned, and paid media, designed to support each creative refresh across the three flights throughout the year.

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An amusement park built with marketing and comms

Illumia Park is not just the product of Blossom’s strategic creativity. We built it by fostering collaboration between the communication and marketing teams, attraction by attraction, to create a vision that best represents each of Illumia’s products and services.

This collaboration resulted in a flexible tool for the marketing team to use during various campaign flights. Through an optimized shooting session, we gathered ample material to address long-term needs, from product launches to subsequent creative refreshes, utilizing AI to generate contexts, scenarios, and a variety of situations.

What have we learned?
Something we already knew but have had confirmed: marketing is the backbone that gives substance to product communication and creativity, while communication, in addition to strengthening the brand, can become a versatile tool in the hands of marketing. Simply put, when they work together, it's evident.

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