1. eni
case
history
BRAND REPOSITIONING
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2. eni
case
history
BACKGROUND
Ø Eni is an integrated energy company, committed to growth in
research, manufacturing, transporting, transforming oil and natural gas.
Ø But Eni is also the company present on field to provide work,
development, sharing its know how to serve technological research
and innovation and sustain community values. !
Ø However Eni is not yet perceived as an integrated company as it still talks
with different names and brands: mainly Eni for energy and Agip
for oil & gas!
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3. eni
case
history
THE CHALLENGE
Strengthen the convergence process
renewing Eni brand identity and make it
coherent and consistent within the company
itself and in communication
Cecilia
Pre0
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strategic
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4. eni
case
history
A PROCESS IN FOUR STEPS
1. Analyze Eni context and the energy global market
2. Define a unique and distinctive brand essence for the brand
3. Build the new logo!
4. Develop the new language and communication !
Cecilia
Pre0
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planner
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5. eni
case
history
STEP 1. ANALYSIS
A group of work where client and agency planning department
work closely together:
– Analysis of Eni context and competitors
– Hypothesis validation through:
" Research:
qualitative, quantitative, global semiotic analysis of global market
" Internal workshop with Eni manager
" International Advisory Board!
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6. eni
case
history
STEP 2. BUILDING THE BRAND ESSENCE
Ø Eni wants to be enzyme: share
the benefits with its own partners
as a generator of energy and
culture
Ø Eni approach is open, made of
transparent, equal and horizontal
relationship with all strake-holders
Ø Eni’s strength is not about
production but about its ability to
distribute/share energy in all
its shapes for all its uses.
Focus on main point of difference between eni and other energy
companies: sharing and cooperation.!
PERSONALITY!
BRAND
ESSENCE!
MISSION!
VISION!
COMMUNICATION
APPROACH!
VALUES!
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planner
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7. eni
case
history
THE BRAND ESSENCE
"OPEN ENERGY" !
An open and innovation system
able to create a virtuous circle where energy
is enzyme of development and wellbeing
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8. eni
case
history
STEP 3. THE NEW LOGO
Please check the link below for complete
explanation of the new logo
http://www.eni.com/brand_eni/en/1_il_marchio_eni_oggi.shtml Cecilia
Pre0
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Trademark in
1998
Trademark
today

9. eni
case
history
STEP 4. THE NEW COMMUNICATION
THE INSIGHT !
THE STRATEGY !
Re-positioning eni as a modern, innovative company !
Raise the awareness of all its services !
Increase the goodwill towards the brand!
“Big companies, like eni, are like the black monolith of
space odyssey: unfathomable, opaque. You never really
know what they do, aside trying to sell you their products”.!
Make eni not only a service provider for private citizens, !
but also an engine for the development of the country.!
THE RESULTS !
+70% awareness!
+66% campaign positive opinion!
+43% brand positive opinion!
THE CREATIVE IDEA!
Promote culture and innovation though a new language
commissioning new young talents to represent, each in
their own different ways, eni’s services and products in
communication.!
!
THE OBJECTIVES!
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strategic
planner
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10. eni
case
history
enizyme.com – a portal showcasing the talent of the artists selected for the communication
activities. Today featuring 80 artists, designers, directors. www.enyzime,com
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11. eni
case
history
Corporate campaign ‘sand’ – January 2010!
• Likeability: 66.1%,
• Commercial
recognition
registers the
highest percentage
level since 2007:
37,4%
Source: STP - Energia – Eurisko April 2010
http://www.eni.com/brand_eni/en/marchio/campagna/campagna-2010/
la_campagna_istituzionale.shtml
Cecilia
Pre0
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planner
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12. eni
case
history
eni light and gas campaign – June 2010!
• More than 700 people, 4
hot air balloons, hundreds
of chinese lanterns for the
event in Rome.
• Videos of the event posted
on you tube the day after
the event, before the spot
was even on air.
https://www.youtube.com/watch?v=rVl0Gw8jCKI
Cecilia
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planner
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13. eni
case
history

14. eni
case
history
Thank you
Cecilia
Pre0
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strategic
planner
Ceciliapre0@gmail.com