In 2013 eni launched the advertising campaign “Rethink Energy” in order to promote a new culture of energy.

Many leading figures of worldwide Italian excellence decided to join the campaign. First of all Toni Servillo (Italian star of Oscar winner “The great beauty) gave his voice to the spot describing a new understanding of the meaning of energy.

In 2014, Roberto Bolle, a famous international étoile well known throughout the world as a symbol of beauty, culture and energy, decided to be the official testimonial of the “Rethink Energy” advertising campaign and embrace the campaigns message.

Directed by Fabrizio Ferri, Bolle creates a unique artistic performance to convey his personal vision of energy. Through a visual exhibition, he transforms his interpretation of energy in an accessible and enjoyable visual “storytelling” for everyone.

Thus, "Rethink Energy" by Roberto Bolle becomes a "special" large-scale artistic and media activity, narrated and broadcast through media relations and digital PRs on the most important national and international newspapers.

TV: 60” spot Agency, 60” Director’s cut and 30” spot Agency

60” spot including Shazam to drive users to a landing page to take a look at the backstage, website and interviews

PRESS: 2 subjects

- photos and layouts created ad hoc to support/endorse the brand/spot

- QR code integration to drive users to the website

OUT-OF-HOME ADVERTISING: 3 subjects

- photos and layouts created ad hoc to support and endorse the brand and the various spots

WEB - MOBILE:

- photos to drive to the website

WEBSITE: rethinkenergy.com

- web platform where users can relive the unique experience thanks to Bolle’s movements, through which users can engage with all advertising campaign contents.

Worldwide DIGITAL PR - campaign concept broadcast, spot sharing.

The adv campaign LIKING level corresponds to 4,06 (5 points scale). So far this ad has been the best performing one for eni, overtaking “Sand” ad, the 2010 benchmark in liking in the category.

“Bolle rethink energy”, just after one burst of on air has reached 35,7% adv awareness.

Brand perception has been positively affected by this ad. People after viewing the ad described eni as:

Energetic brand 48,7% (+15,9 P.P. vs previous campaign)

Innovative brand 41,3% (+20 P.P. vs previous campaign)

Influential brand 29,6% (+10 P.P. vs previous campaign)

Young brand 45,9% (+22,6 P.P. vs previous campaign)

From a social media side, results are really impressive:

in only one week the spot on YouTube has been watched by 1.788.790 viewers.

Today this views number increases up to 2,8 millions.

A high number of users has been sharing and posting adv campaigns / contents / images on Twitter/Instagram/Facebook.

Furthermore, Roberto Bolle appeared on several magazine front cover as Vanity Fair, he was invited in many TV programs and interviewed on several main TV channels.

All these results come from a research after just two weeks campaign on air.

From a social media side, results are really impressive:

in only one week the spot on YouTube has been watched from 1.788.790 viewers.

High users number of sharing and posting advertising campaigns / contents / images on Twitter/Instagram/Facebook.

Interviews/media PR: relevant buzz

Furthermore, Roberto Bolle appeared on several magazine front cover as Vanity Fair, he was invited in many TV programs and interviewed on several main TV channels.