Today environmental sustainability has become a priority and is always present in every debate. The spotlight is on renewable energies, but public opinion often ignores that, in the short term, they would not be enough for the world's energy needs. In this transition towards the future, a valid ally comes into play, methane, whose combustion releases very low levels of carbon dioxide (CO₂) and fine dust (PM10).

This strategic insight led us to the winning of the tender launched by the 2i Rete Gas group, one of the main distribution companies in Italy, for the creation of a multi-channel communication plan. The idea is a naturalistic metaphor, which compares the pipes of the network to plant roots and associates with them the same vital value.

Objective: to raise awareness on the advantages of using methane gas compared to other energy sources, and to increase the number of active end customers by promoting commercial offers, while adapting the message to the specific needs of each territory.

There are over 2000 natural-gas distribution networks managed by 2i Rete Gas, distributed throughout the national territory, with important differences in terms of the progress of works, market saturation, mix of energy sources used by the population, regional regulations, etc.
For this reason, the campaign is based on programmatic media buying, with performance targeting and look-alike modeling strategies, with a dedicated landing page:

Our added value was the ability to handle complexity thanks to solutions that maximize the impact of the investment by conveying the right messages in a "surgical" way on the territories and target audience, through a mix that goes from digital channels to more traditional ones and the direct relationship with local institutions.