Simplicity and immediacy in integrated communication: the NeN case
The NeN brand – electricity and gas supplier – was built to be the antithesis of the traditional image that consumers have of suppliers and bills: it has a relaxed, playful, transparent, unbureaucratic tone of voice.
From a graphic point of view, the identity is undoubtedly bold, colorful, dynamic, stimulating and in step with the times.
The content strategy is completely social friendly: memes, tiktok, reels, thematic new zealand whatsapp shopping data playlists on Spotify , collaborations with influencers , short explanatory videos and many informative posts capable of explaining complex information in a simple and understandable way for everyone, especially the younger ones.
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Tate: Energy Made Simple
Similar to the previous case, we find Tate , which aims to provide customers with clear bills and a completely quick, easy and fast management of energy through a single application.
Unlike NeN, Tate's communication is less “shouted”, playful or irreverent and focuses more on minimalism and the use of simple, useful and easily understandable messages.
After all, their claim is “Energy for what it is”, and they live up to this by avoiding frills, turns of phrase and tinsel in their communication and content strategy.
They are not particularly active on social media, but in any case it is possible to notice how their presence is uniform, coherent and aimed at exemplifying the positioning and soul of the brand as much as possible.
In short, Tate is the more millennial and less Gen Z version of NeN and makes it clear how even energy suppliers can communicate in a recognizable, friendly, contemporary way that is close to the public's sensibilities, without necessarily "daring" too much.
