Natural Gas Hellenic Energy Company “Behind the Lights” campaign

THE CHALLENGE

The challenge of capturing the public’s attention in a communications environment where messages are constantly multiplying is greater than ever. The challenge for us was to identify the truth that has always connected Natural Gas Hellenic Energy Company with people and to communicate it in a way that touches the heart and inspires emotion.

ACTIONS

The “Behind the Lights” campaign highlights the brand’s equity in a creative and effective way. It began with the first corporate film and the key message “Behind the lights, supporting your loved ones to move on” to highlight that Natural Gas Hellenic Energy Company “signs” the oldest and most human energy story. A few days later, the second corporate film was released, focusing on the key points in the company’s 168-year history.

Our communication ran across all media. The focus was placed on television, but there was also a strong presence on radio, print media, and digital environment, where a multi-format approach (full-length, cut-downs, short-form video) was used to develop the story at every touchpoint. Moreover,  snapshots and content were created on social media to reinforce the tone and authenticity of the campaign. There was also a collaboration with Village Cinemas, showing our films on screen and promoting them in cinemas.

THE IMPACT

The campaign was developed on multiple levels, with a strategic approach that gave consistency and depth to the story: it began with a strong presence on television through road-blocking, so that the first film would reach the audience as a clear, emotional message, and continued with the second film, which linked the personal narrative with the company’s 168-year history.

The results of our TV exposure were high despite the extremely busy period (due to seasonality and Black Friday) and the very long duration of the TVCs.

The key results media wise were around 400grps/week and R3+ coverage close to 80% for the entire campaign.

In addition, the campaign targeted manner on Premium Publishers, where it performed exceptionally well in terms of overall exposure, ultimately recording 101.2 million impressions.

In the digital environment, the campaign exceeded expectations, recording more than 70.3 million impressions in media (Meta, Tik Tok, Viber, Google, Rich Media & FirstView Ads). The strategy we followed together with the optimal use of awareness-based formats created a strong and uninterrupted presence for the brand.

Through continuous real-time optimization, we managed to unlock the maximum potential of each medium, achieving exceptional penetration among the target audience. The result was a campaign with enormous reach, combining broad coverage with high frequency, ensuring that the message of Natural Gas Hellenic Energy Company remained on consumer’s top-of-mind.