The Challenge
Limitations in the availability of energy resources and environmental sustainability are two of the main challenges of our times. The first step is to give our contribution by using energy with responsibility. To do this, smart technologies can help us, as they consume less and pollute less. But are Italians aware of this? Most of them are still skeptical and they consider these devices expensive, useless and difficult to use. Changing this perception is a difficult task: one would need superpowers.
The Idea
That’s why we created a web series starring Smartman, the superhero of smart homes, who delivers smart solutions straight to the people’s doorsteps. He fights for energy-saving against waste, inefficiency and resilience to change. He explains the advantages of smart devices demonstrating utility, convenience and ease of use. We focused on irony, taking inspiration from the iconic aesthetic of comics, creating narration with movie clichès and 80s tv series references. Then we made him human by giving him mannerisms, flaws and weaknesses, to demonstrate that you don’t have to be a superhero to give your contribution for a sustainable future.
The Results
We shot 6 episodes anticipated by an urban guerrilla campaign reaching 1.5 million people thanks to events and media coverage. Episodes has been viewed by 2 million people online and the brand’s facebook page has grown its fanbase by 110%, as the request of smart devices via Estra commercial channels has grown by 120%. Smartman campaign gives Estra memorability and recognizability, embodying brand values and key messages (innovation, proximity, convenience, energy consultancy). With the same campaign we succeed in matching reputation goals – energy saving and green approach – and commercial objectives – promotion of smart products sold via e-commerce channel.
