The Rusu+Borțun agency recently created the “When it’s good for you, everyone comes” campaign to promote the products of Electrica Furnizare.
With over 120 years of tradition in energy and a portfolio of over 3.2 million customers, Electrica Furnizare is one of the largest integrated suppliers of energy, natural gas, and value-added services in Romania. The company was listed on the Bucharest Stock Exchange and the London Stock Exchange in 2014 and has steadily evolved, investing in diversifying its portfolio of products and services and improving the customer experience.
“We have been supplying electricity to our customers for their homes and families for over 120 years. In addition, we aim to offer products and services that transform their homes into oases of comfort, so they can fully enjoy their time at home, no matter the season. We want to make things simple and flexible, which is why we’ve prepared a selection of benefits such as zero down payment, along with equal installment payments (12-36 months) for the purchase of home equipment, so our customers can enjoy enhanced comfort as soon as possible. We aimed to position ourselves as a complete supplier of home solutions and stimulate sales during the summer. Therefore, we wanted Rusu+Borțun, the agency we’ve been working with since 2019, to develop a creative idea with a business impact that wouldn’t go unnoticed by consumers,” said Corina Vasile, Director of Market Analysis & Customer Experience Department at Electrica Furnizare.
Through this campaign, Electrica Furnizare creates a family home setting, inspired by the reality of Romanian life, highlighting the comfort provided by modern home appliances. This makes the most comfortable home the most coveted by relatives, neighbors, and friends, who choose to spend their time there, from courtesy visits to spontaneous visits under various pretexts. Thus, although sometimes comfort becomes a bit uncomfortable, Romanians still feel a sense of pride when neighbors, relatives, and friends appreciate and enjoy it.
“The communication concept started from a common insight among all Romanians, which we adapted with humor: in any family or group of friends, the best-equipped house becomes the most visited, the communal space. Since home maintenance and improvement are a constant concern for Romanians due to their traditional focus on family and its values, we wanted Electrica Furnizare to be perceived as an integrated service provider that serves this purpose,” said Miruna Macsoda, Managing Director & Head of Strategy at Rusu+Borțun.
“Integration means less stress for the consumer and more freedom, exactly what everyone wants in 2023. Electrica Furnizare entered a new product category with its ‘Solutions for Your Home’ offer, and since last year, we’ve been promoting products that complement utility services (energy, gas). On the Romanian market, there is a trend toward defining integrator brands from which consumers can buy complete solutions, in a package format, and we wanted to be perfectly aligned with these,” added Corina Vasile, Director of Market Analysis & Customer Experience Department at Electrica Furnizare.
