EDP has introduced a new commercial campaign to enhance its connection with Portuguese consumers, emphasizing competitive electricity pricing. The initiative, titled “EDP has much more to give,” marks the beginning of a fresh communication phase with Portuguese households. João Baião, a prominent public figure in Portugal, is featured as the face of this campaign.
The campaign, launching today, carries the slogan: “There’s more energy when you pay less.” EDP Comercial aims to distinguish itself in the Portuguese market by offering competitive prices tailored to various customer needs while maintaining high service quality and support. João Baião was chosen for his strong rapport with Portuguese families and dynamic personality, which aligns with EDP’s values of trust and closeness.
Vera Pinto Pereira, Executive Board member of EDP and CEO of EDP Comercial, stated: “More than three million families in Portugal already trust us and recognize that ‘EDP has much more to offer’. But we want to get even closer to those who, at some point, stopped being customers of Portugal’s trusted electricity company.”
João Baião expressed his enthusiasm for the campaign: “I believe deeply in the importance of bringing positive energy to people. This principle has guided my life and my professional career.”
The campaign will run for three weeks across television channels, radio, billboards, digital platforms, social media, and EDP Comercial stores. It was developed by NOSSA with production by Casper Films and media planning by Wavemaker agency.
The offer highlights a rate of €0.14 per kWh for customers subscribing to EDP’s 100% green electricity without any loyalty commitment. This move aims to reinforce EDP’s leadership in the electricity market by providing competitive tariffs without compromising service quality.
Following price reductions in 2024 and early 2025, EDP will maintain current tariffs through year-end. Subscriptions increased by 7% from January to May compared to last year. Additionally, EDP was recognized as a Recommended Brand by Consumers Trust for the fifth consecutive year and named the top energy brand in Portugal by OnStrategy.
Watch the campaign film here: Eletricidade EDP – Há mais energia quando se paga menos – YouTube
Watch the making-of campaign here: Making Of: Campanha Eletricidade EDP – “Há mais energia quando se paga menos” – YouTube
