The Illumia Show
Full funnel 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.
One strategic ecosystem.
To answer the challenge, we designed a strategic integrated narrative ecosystem with clear, distinctive and memorable elements that delivered tangible results in a very short timeframe.
The idea: energy as a relationship.
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”, just as happens in a beautiful, long-lasting friendship.
Guideline: entertainment
Elio e le Storie Tese
The perfect mix of show, music and nonsense.
A surreal talk show format
A fictional TV talk show hosted by Elio e le Storie Tese and called “The Illumia Show”, where the guests are energy characters in crisis.
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.
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.
Organic communication. A lot of entertainment.
For digital and social, the concept about relationships and the format are reinvented and evolved in mini-sketches, light educational hints, Q&A and more.
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.
Brand and product: working together.
Close collaboration with Illumia product development and digital marketing ensured the campaign’s success.
The “Energia Lunga” product – a three-year fixed-price contract based on transparency and clarity – is the culmination of the campaign, successfully transforming a brand awareness initiative into direct conversions, in a real impactful full funnel ecosystem.
Energumeni. A strategic and bingeable format.
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.
