From awareness to conversion: How Aryel helped Iren turn attention into Energy Contracts

Choosing an energy provider is rarely impulsive.
It’s a gradual process, built on trust, repetition, and relevance, long before a contract is signed.

That’s the context in which Iren Luce Gas e Servizi set out to strengthen its positioning while driving tangible growth in new energy contracts. Not just by being present, but by being consistent across every stage of the customer journey.

Together with JAKALA, and powered by Aryel, Iren activated a full-funnel omnichannel strategy designed to connect brand storytelling and performance through data-driven, interactive creativity.

Iren wanted to strengthen its positioning in Emilia-Romagna while increasing the number of new energy contracts in a highly competitive local context.

The market was complex: strong territorial competitors, national players with aggressive promotions, and consumers highly sensitive to price dynamics.

The objective was twofold:

• Maintain a solid brand presence across the region
• Drive measurable growth in new, high-value contracts

To achieve this, the campaign needed to be designed as an omnichannel strategy capable of maximizing reach in specific geographies, controlling frequency, engaging qualified audiences, and measuring the real impact of each channel along the customer journey.

Working alongside JAKALA, Aryel enabled the activation of interactive, localized creatives within a full-funnel media plan powered by The Trade Desk and enriched by geo-based insights from JHexagon.

The approach was built step by step.

High-potential provinces were identified through data analysis, allowing the campaign to focus on areas where interest and opportunity were strongest. From there, creativity was shaped to feel local, with Rich Media formats featuring province-specific copy and VAST formats enhanced with interactive QR codes, designed to encourage exploration and action.

Aryel’s creative technology made it possible to scale and adapt these formats efficiently across Display, Connected TV, and Digital Out-of-Home, ensuring consistency without sacrificing flexibility.

All channels were activated simultaneously for three weeks, creating a continuous presence across touchpoints. The media ecosystem was then aligned with teleselling activities, ensuring that attention generated by the campaign could flow naturally into lead management and contract activation.

In the energy sector, decisions are rarely driven by a single exposure. They emerge from familiarity, relevance, and the sense that a brand understands its audience over time.

Creative automation makes this possible at scale. It allows brands to adapt messages to different contexts, support complex omnichannel strategies, and connect storytelling with performance without fragmenting the experience.

In this project, Aryel’s technology acted as the connective layer between data, media, and creativity. It enabled Iren’s message to remain coherent while adapting locally, supported JAKALA’s orchestration of channels and measurement, and ultimately translated sustained attention into measurable business impact.

Not by pushing harder.
But by showing up better, every step of the way.