The peak of change is now. The race for that gold starts in 2024
Flood in the South. Drought in the Amazon. Like nature’s cry for help, Brazil’s extremes suffer. Devastated, cities agonize in scenes of death and despair. The warning resonates across the planet, with temperatures approaching 50C. time to act. Climate change will not save lives, much less the profits of companies and governments.
The best-known villain is carbon dioxide (CO2), released into the atmosphere through the burning of fossil fuels. The oil market fixes the axis of the imbroglio. From industry to cars, the resource that has led to the development of the economy around the world since the Industrial Revolution in the 19th century, today needs to have its use rethought.
In addition to unmet targets at conferences on global warming held decades ago, countries in Europe are finally establishing limits. In February, the European Parliament formalized a law that prohibits the sale of new vehicles powered by gasoline and diesel in the European Union from 2035 onwards. The reduction in the volume of vehicles powered by combustion is just an indication of the transformation of the energy market.
The race to electrify brands is just beginning. the foreshadowing of new funds injected into the Brazilian media. The energy market is expected to allocate more than R$2 billion to marketing in 2024, according to Marcelo Trevisani, CMO of (re)energisa, the Energisa Group’s energy solutions ecosystem, which has 118 years of history. The projection follows the trail of progress. The peak of change is now. The race for this gold starts in 2024, warns Trevisani.
The movement intensifies competition, increasing the importance of marketing to differentiate the proposals offered. The energy transition attracts funds and visible media movement.
This Monday (6), an action created by Wunderman Thompson for Shell premieres, which explores the territory of entertainment to talk about the energy future and sustainability. Shown during the interval of the soap opera Terra e paixo, on Globo, until November 10th, the mini-soap opera stars actors Sophia Abraho and Srgio Malheiros.
Neoenergia donated light bulbs in the educational campaign carried out in partnership with Rock in Rio and The Town and commissioned a jingle from the Bahian band Afrocidade to generate content in favor of decarbonization on TikTok. The network was also the stage for the Anti-Shock Troopers in Action challenge on the safe use of the electricity network, conducted in conjunction with the Tagcom agency, from Campinas (SP).
The brand also launched the Conta Prize promotion, in addition to the Our Time campaign, created by Fibra, which talked about the appreciation of women during the 2023 Women’s World Cup. The contract with the Brazilian Football Confederation (CBF) includes sponsorship of the national teams Brazilian women’s football championship and the national club championship, the Brazilian Women’s Neoenergia.
Part of the Spanish group Iberdrola, Neoenergia has been in Brazil since 1997. Present in 18 states and the Federal District, the company operates in the generation, transmission, distribution and sale of energy. The distributors in Coelba (BA), Pernambuco (PE), Cosern (RN), Elektro (SP/MS) and Braslia (DF) serve more than 37 million people.
Esfera Energia is in the national media with the Simples assim campaign, endorsed by actor Lzaro Ramos, who has just been chosen as brand ambassador. The work, which presents the company’s rebranding and solutions, was made possible by the partnership of the agencies Newton, Daxx and Cely, with production by Bizzu.
We are positioning ourselves as protagonists of an energy market that will open to all consumers in the coming years, says Braz Justi, CEO of Esfera Energia, in a statement. The company manages more than 1,200 consumer units in the MLE and around 2,600 residential customers.
Recharged battery
Engie, Equinor, Cemig and Razen Power – the result of a partnership with Greenz, responsible for serving Razen’s VP of Power since 2022 – are players that intensify communication efforts alongside giants, such as Petrobras. After seven decades, one of Brazil’s most valuable brands begins to change its positioning – from an oil company to an energy company.
Petrobras reaches its 70th anniversary with a purpose as firm as its founding: to drive Brazil to lead fundamental changes and transformations, said Jean Paul Prates, president of the company, at a ceremony held on October 3 at the Research, Development Center and Inovao Leopoldo Amrico Miguez de Mello (Cenpes), in Rio de Janeiro. The event opened the date celebration calendar.
The intention to invest in alternative sources, such as solar energy, wind energy and the production of green hydrogen – one of the main promises of clean sources – is outlined in the film The Energy of Tomorrow, which has a soundtrack inspired by the song
For us to wake up, from the band Gilsons, formed by Gilberto Gil’s son and grandchildren. Petrobras’ 70th anniversary campaign is more than a moment of anniversary celebration, it marks the beginning of a new journey of leading the fair energy transition, looking at the planet, people and respecting the country’s regional vocation, comments Luis Carlos Franco, from Ogilvy, who signs the campaign.
The diversification of the energy matrix points to the future of the brand based on the legacy left by workers and the Brazilian people themselves. The film celebrates Petrobras’ seven decades of passion for our country, honoring those who shaped our journey and looking with determination towards a sustainable horizon, states in a statement Ana Claudia Esteves, brand and advertising manager at the state-owned company.
The video is being broadcast on TV, Petrobras digital platforms and in the foreign media, through more than 36 thousand Eletromidia screens in 18 cities. With the work of Brivia, the website was also relaunched, and now displays pages such as Energy in transformation, Innovation and technology and Energy journey, among others.
Physical activations permeate the agenda. On October 4th, Copacabana beach, in Rio de Janeiro, hosted the immersive exhibition Brazil is our energy, implemented by V3A, which also produced the ceremony at Cenpes. Free of charge, the exhibition later landed in the Black Room of the National Congress, in the Federal District, promoting a journey of memories.
Six airports in the states of Rio de Janeiro and Espírito Santo, from where workers leave for Petrobras platforms offshore, won the Boarding Action, which uses augmented reality to provide the public with information about the energy transition. Bahia, where the first oil well in Brazil was discovered, hosted a meeting with the community, public authorities and collaborators.
The world has already gone through some transitions, as was the replacement of firewood and coal with petroleum derivatives. Every transition represents a challenge and a historical milestone due to the change in technological, economic and environmental paradigm. However, unlike coal, the oil industry has a strong geopolitical organization and is already positioning itself, notes economist Vanderlei Martins, professor at FGV and Ph.D. in energy planning.
Read the full article in the November 6, 2023 edition
