Marketing as a lever for valuing the brand and strengthening the relationship with the customer

When we think of marketing, we often associate it with the traditional set of tactics aimed at selling products and services. However, in complex sectors such as energy, which involve substantial infrastructure and the delivery of an essential service, marketing must focus on innovation and proximity to the customer.

At Neoenergia, we realize that marketing goes far beyond strengthening the brand; it acts as a vital link of engagement in an era marked by digitalization. With a customer base of 16.4 million and reaching approximately 37 million Brazilians, the importance of humanized communication stands out as a highly strategic tool.

Our initiatives aim to create a more intimate and direct dialogue, in addition to engaging through segments that immediately resonate with the public, not just because of emotion, but because of the values we defend. Neoenergia has established strategic partnerships in areas such as sports and music, aligning itself with large events such as Rock in Rio and Lollapalooza, reinforcing our commitment to sustainability and health through decarbonization.

One of the areas we highlight is female empowerment. We are the only sponsors of the Brazilian women's soccer team, and with the Neoenergia Team, we support women's sports promises in various sports (swimming, athletics, cycling and kitesurfing). In addition, we promote quality of life and energy efficiency awareness through the sponsorship of sporting events and music festivals, where we implement solutions for the use of renewable energies.

Another facet of our strategy is to deeply understand customer needs. In 2023, we launched the “Neoenergia pays your bill” campaign, which offered significant discounts on our consumers' energy bills, resulting in a significant increase in online engagement. With the success, we planned a new edition of the campaign for 2024, seeking to further expand the benefits to our clients.

With a marketing strategy that values relevant content and genuine interactions, Neoenergia strengthens trust and proximity with consumers, consolidating its position as a leader in the Brazilian electricity sector. The power of a well-articulated message is fundamental to marketing effectiveness, and as a veteran of the field, I believe that connecting people to brands in a meaningful way is one of the most rewarding challenges in our work.

Regardless of the sector, the way in which we communicate shapes the impact and effectiveness of our actions, and this is what underpins the notoriety of successful companies like Neoenergia.