Electrica Furnizare S.A, the biggest Romanian energy provider with a rich history which started in 1884, needed a striking communication campaign centred around the three major benefits for everyone who chooses their subscription: electric energy at a great price, emergency technical assistance and goods insurance.

From branding to ATL to digital amplification, the campaign should communicate a strong idea promoting how the heritage of a long-lasting company responds to the needs of the modern consumer.


While the older generations were used to apply their skills in repairing the things around the house, the clients of today don’t have this extra-knowledge, they are busy doing their actual jobs.


First, we created the branding for this package. And we named it Electrica 3în1. A clear, simple, promotional name that pointed out the triple benefits: price, assistance and insurance. Thus, a series of services became a strong commercial product.

Regarding the ATL and digital campaigns, our strategy was as follows:

The times have changed. You don’t have to stick to the do-it-yourself ethics of your grandfather and try to solve your electrical appliances issues with your own hands.

When in need, you just have to call the Electrica personnel to solve your issues. You do your job, we do ours.