engage customers through total brand experience transmedia storytelling

ENGAGE CUSTOMERS THROUGH TOTAL BRAND EXPERIENCE TRANSMEDIA STORYTELLING

Key figures

650,000 customers Founded in Tuscany101 municipalities shareholders 6,200 km gas distribution network850 Million Euro turnover 700 employees

1. Strengthen brand positioning

2. Create a path to touch-base and

approach prospect customers

3. Establish structured actions

leading to current customers base

loyalty and engagement

Strategy

Customer-centered

experience

service design

Services

Streamlining

Contents

Consultancy

Advantages

Tactical guidelines

Leverage storytelling and gamification to achieve

(re)-positioning and loyalty.

Effective storytelling goes through target knowledge and

understanding.In order to do so, we went through a structured approach starting with market analysis,

passing through focus group and polls:

we then selected as primary target 28-45 yrs old, with high adoption of on-line services.

Tactical guidelines

Soon we realized that storytelling alone was not enough

We needed to make a step in the real life and build a

tangible world, since only counting on real experiences we would be

able to create a new positioning, turning upside-down

the traditional perception of a multi-utility company.

1. Strengthen brand

positioning1. Strengthen brand positioning

Corporate Website

ESTRA brand

repositioning as

innovative company

started off with full

redesign of digital on-line

platforms

La Famiglia EstraTo convey care and proximity to

customers life, La Famiglia Estra

has been conceived: modern,

technologically savvy, willing to

listen to brand messages, react to

call to actions and accept value

added embedded in our

consultancy

Infographics

In order to be close,

we need to be

understandable: a great deal of attention

has been posed to

“how to” – beyond mere “what” –

communicate

Customers historiesAchieve tangibility for services

otherwise not “phisically” perceived

has been one of the goals pursued

to express brand value proposition.

In order to let prospects and

customers have a first-hand

experience, we chose to embody

those values withe the faces and the

stories of those already engaged by

the brand through the video project

Storie di Clienti.

Facebook

An official Facebook

presence has been set-up and

managed to achieve a twofold

purpose:

- increase brand awareness

conveying brand and

product/services messages;

- enlarge on-line customer

base addressing a broader

“generalist” target

Blog magazine

In order to build a brand identity,

the entire value system pervading

the brand needs to be

communicated: relevant topics

pertaining to current and future

energy scenario of interest for

prospects and customers have

been conveyed through a dedicated

blog magazine

T&T | Estra 2051

Cost saving and energy efficiency enabled by

smart-home solutions are the tips & tricks

consulting “pills” told in

Estra 2051, the animated web series

centered around the daily life adventures of a

smart family, so smart possibly living today as

if it was already 2051.

“Perché con Estra il futuro è oggi…”

(“’cause with Estra the future is now …”)

Smart-Home |SmartmanThe aim to reposition Estra as energy service provider for the smart-

home, led to establish co-marketing and business partnership with

primary brands focused on smart technologies.

Those technologies are communicated through a web series centered

around Smartman leading character, the super-hero of smart-

home, solving issues bringing directly to the customers’ premises the

intelligent solutions for cost saving and energy efficiency.

2. Create a path to touch-

base and approach

prospect customers

2. Create a path to touch-base

and approach prospect customers

Estra StoreProximity to customers is not only

digital/on-line but also physical/off-line

With the opening of completely

rethought and refurbished Estra

Stores we are present close to the

citizens, guaranteeing personalized

services, qualified advisory, total

assistance and care as well as a glance

on the home of the future.

Estra Store

Welcome Kit

The welcome kit – an information booklet available both in digital as

well as paper version – is the guide for customers to

the discovery of Estra full range of services

3. Establish structured

actions leading to

current customers base

loyalty and engagement

3. Establish structured actions leading

to current customers base loyalty

and engagement

The Bill

We have started

talking to people in a

clear and intuitive way.

We have brought

semplicity right where

the user was used to

complexity.

Customer Area

If you want to do

consulting you need to

be present, other than

competent.

We have done this,

increasing an added

value to our services to

all our customers,

thank to our online

customer area.

Mobile AppAnd to be reacheable always in

a simple way, a new APP

mobile has been implemented.

Estra Kitchen

To come into Italian homes, we have

leveraged the passion for cooking,

playing on the role of energy in

enabling processes and building a

partnership with a top brand like

KitchenAid.

This is Estra Kitchen, the

Facebook contest based on video

recipes that produced a 973% fan base

increase.

Estra Kitchen in TourThe following year Estra Kitchen evolves and becomes an itinerant

journey towards the discovery of Italian culinary tradition, enriched by

the presence of starred chefs and food bloggers.

Newsletter

With the monthly

newsletter we reach

our customers

conveying news from

world energy scenerios

and commercial offers.

L’albero di Estra

The focus on sustainable

food and energy is the

theme of the campaign

L’albero di Estra.

We asked Facebook users

to tell us their commitment

collecting contributions on

our digital tree.

Storytelling

To strengthen its positioning, Estra has introduced in its storytelling even

other brands. This is because the brand doesn’t have to be isolated in a self-

referring story.

Storytelling works only if the customer becomes the

hero, not the brand. And it works by building a world

around him in which he can identify himself.That's why Estra, with its storytelling, is not talking about energy but about a

world of comfort in which the customer has total control.

Beyond storytelling

A storytelling-centered customer relationship encompasses a key firts step in the

engagement process: LISTENING.

A company that listens is a company able to change and adapt on customers needs.

Giving spark to this listening process, Estra – being a commodity supplier –started the

journey to become a true energy service provider.

Thank you!

engage customers through total brand experience transmedia storytelling

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