| Title | ENELPREMIA 3.0 |
| Brand | ENEL. |
| Product/Service | ENELPREMIA 3.0 |
| Category |
D02. Retention |
|
Entrant
|
GRUPPO RONCAGLIA Rome, ITALY
|
|
Idea Creation
|
GRUPPO RONCAGLIA Rome, ITALY
|
Credits
| Carla Leveratto |
Gruppo Roncaglia |
Creative Director |
| Elisa Caracciolo |
Gruppo Roncaglia |
Creative Supervisor |
| Nicola Storto |
Gruppo Roncaglia |
Art Director |
| Claudia Nicotra |
Gruppo Roncaglia |
Art Director |
| Riccardo De Angelis |
Gruppo Roncaglia |
Senior Digital Art Director |
| Roberto Grasso |
Gruppo Roncaglia |
Copywriter |
| Daniele De Carli |
Gruppo Roncaglia |
Senior Copywriter |
| Giulia Roncaglia |
Gruppo Roncaglia |
General Manager |
| Giuseppe Maria Ardizzone |
Gruppo Roncaglia |
Managing Director |
| Antonio Bruno |
Gruppo Roncaglia |
Loyalty & Promotion Manager |
| Paola Langella |
Gruppo Roncaglia |
Loyalty & Promotion Specialist |
| Sara Gemma |
Gruppo Roncaglia |
Account Senior |
| Andrea Camusi |
Gruppo Roncaglia |
Digital Developer Senior |
| Simone Tricarico |
Gruppo Roncaglia |
Digital Developer Senior |
| Alfredo Zedda |
Gruppo Roncaglia |
Digital Developer |
| Elisa Lucaccini |
Gruppo Roncaglia |
Art Director |
The Campaign
ENELPREMIA 3.0 breaks the patterns of the traditional loyalty to turn the Enel customers base into a huge and active community. The engagement program encourages positive and sustainable attitudes with gamification, contests, online and offline initiatives. All the activities allow clients to collect Energy points in order to win rewards, to increase their status and advantages. Different levels of engagement for such a heterogeneous target: UGC, quiz, games, events, etc. A wide multichannel program: available on tablet, smartphone and APP. Discovering an year of storytelling, made of 7 thematic areas: I GET PASSIONATE, I RESPECT, I EXPLORE, I SHARE I PARTICIPATE, I SAVE, I REWARD MYSELF. Many are the partners that spice up the storytelling. ENELPREMIA 3.0 talks also in the Enel Stores, on TV, on the radio, on social networks, through email and on the bills.
Creative Execution
The loyalty program has been implemented mainly on digital platform, but also physically into the Enel stores. We crafted a series of original illustrations to engage users in a world with its own strong personality: immediately recognizable by the clients. The launch date is 12/9/2015 and the program is still working with a nationwide coverage.
Results
• Program Subscriptions: 750,000 individuals
• Active Customers: 200,000 individuals
• Completed activities: more than 1,000,000
• Social impressions: more than 2,000,000
• Click to site: around 5,000 clicks for single campaign
• Churn rate: - 6% of churn for registered customers compared to non-registered ones to the ENELPREMIA 3.0 program
The relevance stands in the use of creative mood and gamification storytelling to convey the company's values and to influence positive behavior of its customers in a continued interactive exchange.
Traditional loyalty programs are transactional based. Consumption vs reward. Communication and creativity do not consider any interaction or engagement with the brand. This program introduces a two way strategy based on gamification and storytelling to encourage individuals to adopt positive attitudes and behaviour for themselves and society. “ENELPREMIA 3.0: The program designed to discover together a whole new energy.” An iterative narrative landscape based on several activities, planned and customized on the customer attitude and the brand values, in a rich environment of behavior proposals addressed in gaming form.