
EDP joins TikTok and reinforces communication with the Portuguese with new campaign
EDP made its debut on TikTok with the launch of its official channel (@edp.pt), marking a new phase in its digital communication strategy. The content is designed to reflect a brand that is more current, creative, and connected to younger generations. The channel launched with a video featuring João Baião, as part of the recent campaign “There’s more energy when you pay less,” which highlights the competitiveness of EDP Comercial’s pricing.
With an established presence on Instagram and LinkedIn, EDP is now strengthening its digital strategy by joining TikTok. Targeted at a national audience, the content will be produced in Portugal and tailored to the platform’s language and trends. The goal is to bring the brand closer to new audiences and deepen its connection with younger generations. This move is reinforced by a new EDP campaign featuring well-known Portuguese personalities, including Tiago Teotónio Pereira, Inês Herédia, and João Manzarra, who join João Baião.
The campaign aims to show why “EDP has much more to offer,” highlighting solutions such as electric mobility, technical assistance, and solar energy — each represented by one of the three new ambassadors. EDP seeks to demonstrate that it goes beyond low prices and competitive offers tailored to different customer profiles and needs, by also providing a wide range of services and benefits designed to make everyday life easier.
The campaign film begins with João Baião waking up full of energy, confident that no one can keep up with him. But he’s soon surprised by Tiago Teotónio Pereira, who shows how he enjoys his holidays with 100% electric and 100% green energy, thanks to EDP’s electric mobility solutions. Next comes Inês Herédia, representing EDP’s technical assistance service, as she reveals how it helps simplify her busy daily life. The campaign concludes with João Manzarra, who receives positive energy from the sun and demonstrates how EDP’s solar energy helps him reduce his electricity bill.
In addition to offering some of the most competitive electricity prices on the market, EDP supports its customers throughout every stage of their electric mobility journey — from deciding to switch to an electric vehicle to finding the right charging solutions, whether at home, at work, or in public spaces. To complement this, EDP also provides charger installation services, including options tailored for condominiums, along with the EDP Charge app, which makes it easy to manage all charging moments and ensures a simpler, more efficient experience.
In everyday life, EDP is present with a reliable and specialized technical assistance service, ready to resolve issues related to electrical and gas installations, as well as technological equipment. With qualified technicians and fast response times, the service offers exclusive advantages for customers with EDP Packs — including urgent support for electrical and plumbing problems, a health plan, and benefits at over 100 partner establishments.
EDP also provides solar energy solutions for self-consumption, enabling customers to save money and achieve greater energy independence while being protected from market fluctuations. Both families and businesses can choose from different subscription models and will soon have the option to install solar panels and start paying only three months later.
The campaign will run for three weeks and will appear on major television channels, radio stations, national billboard networks, digital platforms, social media, and in EDP Comercial stores. The creative concept was developed by NOSSA, with production and direction by Casper Films, and media planning handled by the Wavemaker agency.
Watch the campaign film here:A EDP tem muito mais para dar - YouTube