Una grande storia si accompagna sempre a un grande simbolo e un’identità precisa. Nel Cane a sei zampe ci sono innovazione, coraggio, ricerca: insomma, Eni.
Ci sono immagini, parole, segni distintivi che immediatamente portano la mente di tutti a un’azienda. Sono depositati nella memoria collettiva in maniera indelebile, diventano riconoscibili e innescano associazioni, idee, ricordi personali e perfino emozioni. Come il Cane a sei zampe, che costituisce la nostra brand identity: è un’immagine immediatamente riconducibile a Eni e ai suoi valori. È il simbolo di una storia fatta di fedeltà al passato con fiducia nel futuro, di coraggio, innovazione, concretezza.
L’identità del marchio di Eni, nella sua definizione ed evoluzione, coniuga l’eccellenza del design italiano con la vocazione permanente all’internazionalizzazione dell’azienda. Racchiude in sé una filosofia aziendale incentrata sulla passione per l’innovazione tecnologica e il progresso, uniti a valori irrinunciabili come l’integrità, il rispetto per le persone e la salvaguardia dell’ambiente. Oggi l’azienda è una realtà dinamica, capace di aprirsi a un mercato sempre più competitivo senza dimenticare la tutela degli individui e del paesaggio.
Un’azienda proiettata verso il futuro che resta fedele alla sua storia e ai suoi valori: Eni, da sempre, rappresenta l’innovazione nel solco della tradizione. In questo senso, non è mai venuta meno la centralità di valori come il dialogo, la cooperazione e la cultura. Anche il suo marchio, il Cane a sei zampe è chiamato a confrontarsi con una pluralità di significati ben più ampia rispetto al passato e dimostra oggi il suo pieno potenziale, perché riesce a mantenere il legame con una storia di 70 anni fatta di sfide e successi sempre nuovi. Questa sintesi delicata e indispensabile è sempre alla base delle campagne di comunicazione che vengono proposte da Eni, come, per esempio: “Cosa vuoi fare DI grande?”e “L’energia di sempre E l’energia nuova”.
La comunicazione di Eni è in continua evoluzione, proprio come l’azienda stessa. Al centro di tutto ci sono le persone e il costante lavoro che Eni fa per e con loro. È con questa importante premessa che è stata ideata la campagna di Employer Branding, nella quale l’unione tra i giovani professionisti e l’azienda, fa nascere una domanda che getta le basi per l’inizio di progetti nuovi e rivoluzionari: “Cosa vuoi fare DI grande?”.
Il concetto di unione si fa ancora più forte nella campagna istituzionale: L’energia di sempre E l’energia nuova, dove a una “O” che divide azioni apparentemente contrapposte, preferiamo una “E” che le concilia e le trasforma in un percorso comune. Per Eni non bisogna scegliere fra transizione o certezza, piuttosto connettere: crediamo sia possibile portare avanti la prima verso il futuro Net Zero insieme con la sicurezza degli approvvigionamenti energetici.
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