ENEL

INTERACTIVE VIDEO CAMPAIGN

Enel launched an interactive video campaign for the “Porta i Tuoi Amici in Enel Energia” initiative

  • To Promote the launch of the new promotion, Enel and Connected-Stories created a series of interactive video ads featuring interactive social buttons as overlays on the video.
  • Connected-Stories created two version of the campaign; one designed for women, while the other one targeting men. The videos showed friends going through the most critical stages of life while always supporting one another. With Enel, they can now even support each other for their electricity bill.
  • Once clicked, the interactive social buttons would trigger a specific landing page for each social network, in order to incentivize sharing the promotion among friends and family.

Any social buttons displayed on the video become powerful advocacy elements allowing users to interact with the content and share it among their friends creating a positive network effect.

MAIN OUTCOMES

CLICK THROUGH RATE
CLICK THROUGH RATE

The Enel campaign registered an average CTR of 7%. A stunning result compared to the average 0.5% of other video ads for the energy industry.

SOCIAL SHARING
SOCIAL SHARING

The inclusion of social buttons as overlays on the video led users to visit Enel’s social pages. Clicks were distributed as following: Youtube 64%, Twitter 15%, Instagram 11%, FB 10%.

ENGAGEMENT RATE
ENGAGEMENT RATE

The presence of interactive elements on the video meant a high engagement rate. As a matter of fact, 35% of users watched all the video and interacted with the video ads.

HOW CONNECTED-STORIES IS HELPING

  • Interactive Social Buttons: Any social buttons displayed on the video become powerful advocacy elements allowing users to interact with the content and share it among their friends creating a positive network effect.

 

  • Data Collection: While watching the video, users interact with the content providing an infinite amount of useful data in order to understand their intentions and preferences.

PERSONALIZED INTERACTIVE WIDGETS

The videos showed friends supporting each other during all stages of their lives

At the mouse hover the buttons had a zoom in animation to make the interactivity visible.

By clicking the users landed on a specific social media page

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EXCLUSIVE MULTI-LAYERED VIDEO TECHNOLOGY

  • Patented technology to create video content consisting of multiple layers
  • Combination of layers made at distribution stage in real-time
  • Orchestrated by rules inferred by machine learning process
  • Video Player agnostic, works with the most popular solutions on the market
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Contributors:

Tommaso Vaccarella

Customer Success Director

Antonio Capone

Customer Success Associate

About Enel

Enel is an Italian multinational manufacturer and distributor of electricity and gas. Enel, which originally stood for National Board for Electricity (Ente nazionale per l'energia elettrica), was first established as a public body at the end of 1962, and then transformed into a limited company in 1992

For more information:
www.enel.com

Media Agency:

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