Overview of the year
“The Power of Love”
July
Repower Italy’s “I’ve got Repower” was already a real ear-worm. Since summer 2021 a new commercial has been causing just as much of a stir in Italy.
I love my job: Repower’s new commercial stirs up positive energy
After the previous video with its stirring and easily recognisable music, this time the new commercial features the unmistakable voice of Huey Lewis and the famous song “The Power of Love”. It was directed by Luis Cerverò, one of the most sought-after directors of music videos and commercials of our times.
“The message of ‘the Power of Love’”, according to Angelo D’Ariano, head of Communications at Repower Italia, “builds on the previous commercial ‘I’ve got Repower’, which already marked a clear change in the way Repower speaks to people in its communications: more direct and refreshing, less stiff and complicated. The people behind the new concept wanted to repeat the success of the previous commercial by amplifying the message even further and focusing on an aspect that’s by no means self-evident: people’s love for their job and the positive energy that arouses. Only a few months after the launch and we’re already seeing extremely encouraging results, thanks primarily to the team and the external people who contributed to the project.”
The advertising campaign that brought Repower’s commercial to a broad audience was broadcast via the most popular commercial radio stations at peak times, on TV via the main stations, and before live coverage of major sporting events and news programmes. Not forgetting a really big show: The 2021 edition of the X Factor was hosted by the Teatro Repower, accompanied by the rhythm of “The Power of Love”.
“Only a few months after the launch and we’re already seeing extremely encouraging results”
Angelo D’Ariano, Head of Communications at Repower Italy
On the internet we’re present on bona fide trade and news websites in premium format via different infomercials, articles and testimonials. We’re also running the campaign via select influencers on social media. In addition we’re using new communication methods linking traditional posters with selective display technologies in the Milan underground system to reach people on their way to and from work every day.
In a nutshell, it’s an ad campaign that’s just waiting to be seen – and heard.
Angelo D’Ariano
Head of Communications at Repower Italia