The main obstacle to getting people to change from their current energy provider to Eni was inertia. So why not give them a big fat jolt? We delivered it in the form of an all-electric contest. And it proved a great way to short-circuit the competition.
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Whether you are a (new) challenger or a known leader, these days the winner takes it all. All the more so marketing and communications play a crucial role in defending or winning marketing share.