Enel’s 50 years of energy, millions of moments

The case study focuses on the integrated corporate communication campaign celebrating the 50th anniversary of the Enel Group. In the context of an increasing interest for a relational value of company history and heritage both in Italy and in the international scenario, this project offers a good example of an original and not ritual and not rhetorical way to commemorate an important corporate anniversary, in order to involve a wide-ranging public relations activities and to engage all strategic publics: in particular internal community but also shareholders, institutions, media, and customers both in the national and international market. “Moments”, planned on the major television channels, on the press (dailies and magazines) and on billboards, aims at appealing in particular a young audience and to new customers (Italian and international ones). In addiction to the advertising on traditional media, the campaign involved several public relations and communication activities: visual identity, internal communication, media relations, corporate affairs, publishing, partnerships, events, consumer promotions, corporate television, and specific activities on the web, including a strategic use of social media. The campaign has been honored with a special award at the annual Award for Public Relations, organized by ASSOREL (Italian Association of Public Relations Agencies), as the best initiative aimed at the improvement of the reputation of goods and services produced for the domestic and international markets. The advertising campaign received also the Friendly Imagines Award, promoted by UDI (Italian Women Union), for a quality use of the woman imagine in communication. The case study will be developed thanks to the collaboration with Enel Department of External Relations’ managers, allowing the authors to access to communication strategies, calendar, budget of the campaign.