Campaign details
Brand: NaturgyBrand owner: NaturgyEntrant company: Contrapunto BBDO, BarcelonaMedia: Arena Media, BarcelonaMarket: SpainSector: Energy & water suppliersMedia channels: Newspapers, Online video, Outdoor, out-of-home, Programmatic display, Radio & audio, TelevisionBudget: 10 - 20 million
Executive summary
This is the case of a brand change, of how a historic energy company in Spain, Gas Natural Fenosa, with extremely high levels of brand awareness and recognition (91% prompted awareness), decided to start from scratch with a new brand more in line with the new constraints imposed by...