Poste Italiane has launched an integrated multimedia advertising campaign to announce a historic step, its entry into the energy market. In fact, Poste Energia, the electricity and gas offer for Italian families, debuts today, and it does so with the support of a campaign featuring the face of one of the most beloved women of the general public, Mara Venier.

The advertising campaign, signed by Ferzan Ozpetek, is on air on all media channels: from television to social, from print to radio, from digital display to digital OOH, as well as in post offices.

The spot emphasizes how reassuring it is to let oneself be taken by the hand by “Zia” Mara who, with her proverbial verve, takes viewers into the world of Poste Italiane’s energy. A real, concrete and reliable world explained in clear and simple language, animated by a thread of genuine irony in which the spontaneity of the testimonial can be touched.

Media planning is being handled by OMD while the creative agency is Wunderman Thompson.

Red Carpet curated the participation of Mara Venier as Poste Italiane’s new ambassador.