Francesco Gabbani Segnoverde’s new Brand Ambassador.
The campaign created by the Armando Testa Agency starring the singer songwriter from Tuscany, is planned for main TV channels, radio, digital and social media, including YouTube and Meta, using a multi-format strategy which includes static contents and videos distributed on feed, reel and stories.
Francesco Gabbani is the new Brand Ambassador of Segnoverde, a company in the Canarbino Group operating in the supply of 100% green electricity and natural gas. The singer and TV personality, who has won the Sanremo Song Festival twice, will be the face of a communication campaign which will run nationwide on TV, radio, digital channels and social media for the coming months.
The strategic close partnership with the new Brand Ambassador marks a significant step in the evolution of the Italian company: from confirming its commitment to green energy to officially entering the mobile phone market. But there’s more. With a view to offering its customers an increasingly broad and integrated portfolio of services, Segnoverde is introducing an important innovation: the opportunity to manage billing in a unified way for all its services, such as electricity, gas, mobile telephony, and energy efficiency solutions.
The presence of Francesco Gabbani shows the core values shared with Segnoverde: sustainability, concreteness and being close to people.
The campaign was created by the Armando Testa agency, which already created some of the best known creativity of the Group. Stylistically it is inspired by some iconic sitcoms of the 90s. The ad has three episodes and describes a series of household situations where Gabbani, playing himself, comes up against his friendly next door neighbour who is certainly nosey and always looking to “scrounge” his supplies, including electricity, gas and telephone.
The narrative has an ironic light-hearted tone and it offers a creative excuse to present the integrated offer of electricity, gas and for the first time also mobile phones, from today part of the Segnoverde Universe.
Francesco Gabbani is not just a well-known face: his image, his authenticity and his commitment make him the ideal spokesperson for a message that talks of the future and environmental responsibility.
AT Studios handled the production. Media Italia managed the strategy and media planning.
“Our aim with this campaign is to consolidate our positioning as an Italian multi-service operator which is attentive to innovation” states Ing. Aldo Sammartano, Chairman of Segnoverde. “Choosing Francesco Gabbani as our Brand Ambassador represents an important step for us: it means that we can describe our commitment for a more sustainable energy model in a believable, accessible and consistent way, also now integrating telephone services. It is a campaign that talks to people, using new language, but still paying the same attention to quality and trust that makes us stand out.”
“I have always been very attentive to issues concerning sustainability and the enviroment.” states Francesco Gabbani.
“Collaborating with Segnoverde allows me to continue with this commitment, which I try to put into practice every day, both in my personal life and in my work. The light-hearted ironic language, along with the imagery in the campaign made this a unique experience which reflects my values.”
CREDITS
Client: Segnoverde
Agency: Armando Testa
Creative direction: Jacopo Morini, Fabiano Pagliara
Creative team: Mira di Chio, Sarin Demirdjian
Client director: Laura Alberti
Production Company: AT Studios
Media: Media Italia
