OOOPS: Objects Beyond Every Possible Dream to tell the story of ENEL ONE

To present an innovative offer like ENEL ONE, an equally innovative communication campaign was needed. That’s how OOOPS was born, a digital narrative that involved the company, influencers, and users, and that starts like a science fiction film: with four mysterious unidentified objects. OOOPS is the most common exclamation of surprise and wonder we can imagine, but in this case, it’s also an acronym: OOOPS as in Oggetti Oltre Ogni Possibile Sogno, or Objects Beyond Every Possible Dream. A phone that doesn’t make calls, an hourglass that stops time, an indestructible piggy bank, and a calculator that counts nothing. Through this imaginative and exploratory game, Enel Energia gradually revealed the features of Enel One, a subscription-based offer with a single monthly cost depending on the selected plan, making energy even easier to manage.

The ideas and content behind OOOPS were created by a team that represents both the institutional memory and the forward-looking vision of Enel Energia. From this diverse group came the four imaginative objects through which Enel One was introduced to the digital audience. Each of these colorful artifacts represents a new facet of the offer, as explained by Daniela Izzo and Angelica Zapponini from the Italy Market Commercial Communication department, both key members of the team that brought OOOPS to life. There’s the Maiphone, «the phone that leaves you speechless». It has the retro shape of those old household phones we grew up with, and it highlights one of the key features of Enel One: fully autonomous management through the app, the Enel Energia customer area, or even Alexa, Amazon’s smart assistant. Then there’s Eterna, the hourglass in which time never flows. It’s a feeling we’ve all had, the desire to have more minutes, more hours, more days at our disposal. Eterna helps reveal to customers an offer that doesn’t waste time: one tap on the app is enough to switch plans. Next comes the Solidanaio, the metallic piggy bank that secures savings, «protecting them from any kind of tampering», which represents the E-BOX, Enel One’s digital piggy bank. And finally, there’s Calm, the mind-reading calculator, «completely free of numbers and operations», because with Enel One, no complicated calculations are needed.

The first phase of the OOOPS campaign was «unbranded»: the four «objects beyond every possible dream» traveled in disguise. Some influencers showcased them to the public, discovering them without context, guided only by their strange charm. It was a way to inspire, spark imagination, and open new worlds. «To help us tell the story, we chose three influencers known for their transparency, sincerity, and credibility», Daniela explains. They were the YouTuber and travel vlogger Marcello Ascani, model Paola Turani, and Francesco Galati, better known as Il Signor Franz. They played with the public and with Enel Energia, and only at the end did they reveal the connection between the objects and the benefits of Enel One.

OOOPS was also a way to share a bit of joy at the end of a year that hadn’t been easy for anyone. «The whole team that worked on creating the offer saw themselves in the colorful creativity of our campaign, ideas and contributions emerged, and it was great to see so much participation», Angelica recalls. And above all, there was enthusiasm and engagement from the users as well. They were the true recipients of this story, and they allowed themselves to be amazed through every stage of it, from the initial curiosity to the final reveal, just like in the good old sci-fi stories. The future is a journey to take together, and it can only start with better energy.