edp news

EDP announces new brand positioning in music and sports

Tuesday 28, May 2019

Let's Go is the new motto that challenges everyone to leave the houseThe first initiative is happening on May 30. For three days, a bus will stop at three points in the capital with offers for summer festivals and sporting events endorsed by EDP

EDP has brought its energy to thousands of people for more than 20 years in sports events and for more than a decade in music events. This has been a contagious energy, which has challenged itself over the years and which, above all, has stimulated those living in Portugal to lead a healthier life, to overcome limits, to dance, to live, to make it happen... to "go." 

However, the time has also come to make this invitation even clearer. An invitation that the brand marks with the mobilizer communication claim "Let's Go."

"Get out of the house, be genuine, be freer, take advantage of everything" - these are just some of the positive appeals that EDP makes in the manifesto that materializes this new brand positioning. A synonym of experiencing, of risking, of seeing opportunities and much more. "Let's Go" is a way of being that the brand wants to take on and deliver to the community, through all the experiences it provides and will provide in the upcoming months. It represents a more relaxed way of communicating, more intimate and fun. That is why all the elements that make up the new graphic line represent a diversity of colors and shapes, betting on emotive, well-arranged and authentic images.

For the first time, EDP has introduced its new positioning in music and sport with a teaser campaign, without any association with the brand. In a multi-media campaign, the new communication claim began to appear discreetly in cinema, television, press, digital platforms and through influencers, without anyone knowing that the EDP brand was behind it. The revelation phase, with this campaign being associated with the EDP brand, starts now, in the same media, thus beginning a year of many surprises, reinforcing this open invitation to all - "Let's Go."

The campaign marks the beginning of the communication of this new positioning that will come alive in several actions for the public, in music and sport activities. The first initiative will take place on May 30th and 31st and June 1st in the "EDP Let's Go" bus. In these days, the brand will materialize the new concept in different activations and offer tickets to summer festivals, marathons, double entries to surf competitions endorsed by EDP and to the World Bike Tour. 

The bus will travel all over Lisbon and anyone can hop in on the following meeting points:

  • May 30 (Thursday):
    from 12:30 a.m. to 4:30 p.m., at MATT;
    from 5 p.m. to 11 p.m, at Prémios Marketeer (Convento do Beato).
  • May 31 (Friday):
    from 12 a.m. to 10 p.m., at LX Factory.
  • June 1 (Saturday):
    from 10 a.m. to 5 p.m., at MAAT.

LOT, one of the Portuguese revelation bands of 2019, accepted EDP's invitation to create the new song "Let's Go." To give voice to the song, the band invited Concha Sacchetti, creating the perfect soundtrack for this summer.

"Let's Go" is a new Portuguese song that invites you to dance to the rhythm and which can already be heard on national radios.

On June 1st, it will also be possible to listen to it live and firsthand with an exclusive LOT concert at 5.30 pm in the MAAT.

The new positioning has the signature of the creative agency ACNE (London offices), part of the Deloitte network. The media planning of the campaign is the responsibility of the media agency Wavemaker and the activation "Autocarro EDP Let's Go" by Spreading.

The place is here, the time is now. 
Let's Go, the new positioning of the EDP brand.