ENGAGE CUSTOMERS THROUGH TOTAL BRAND EXPERIENCE TRANSMEDIA STORYTELLING

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1. 1 | 2015 Ketchum All rights reserved ENGAGE CUSTOMERS THROUGH TOTAL BRAND EXPERIENCE TRANSMEDIA STORYTELLING 2. 2 | 2015 Ketchum All rights reserved Key figures 650,000 customers Founded in Tuscany 101 municipalities shareholders 6,200 km gas distribution network 850 Million Euro turnover 700 employees 3. 3 | 2015 Ketchum All rights reserved Goals 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 4. 4 | 2015 Ketchum All rights reserved Strategy Customer-centered experience service design Services Streamlining Contents Consultancy Advantages 5. 5 | 2015 Ketchum All rights reserved 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. 6. 6 | 2015 Ketchum All rights reserved 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. 7. 7 | 2015 Ketchum All rights reserved 1. Strengthen brand positioning 1. Strengthen brand positioning 8. 8 | 2015 Ketchum All rights reserved Corporate Website ESTRA brand repositioning as innovative company started off with full redesign of digital on-line platforms 9. 9 | 2015 Ketchum All rights reserved La Famiglia Estra To 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 10. 10 | 2015 Ketchum All rights reserved 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 11. 11 | 2015 Ketchum All rights reserved Customers histories Achieve 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. 12. 12 | 2015 Ketchum All rights reserved 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 13. 13 | 2015 Ketchum All rights reserved 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 14. 14 | 2015 Ketchum All rights reserved 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. Perch con Estra il futuro oggi (cause with Estra the future is now ) 15. 15 | 2015 Ketchum All rights reserved Smart-Home |Smartman The 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. 16. 16 | 2015 Ketchum All rights reserved 2. Create a path to touch- base and approach prospect customers 2. Create a path to touch-base and approach prospect customers 17. 17 | 2015 Ketchum All rights reserved Estra Store Proximity 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. 18. 18 | 2015 Ketchum All rights reserved Estra Store 19. 19 | 2015 Ketchum All rights reserved Estra Store 20. 20 | 2015 Ketchum All rights reserved 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 21. 21 | 2015 Ketchum All rights reserved 3. Establish structured actions leading to current customers base loyalty and engagement 3. Establish structured actions leading to current customers base loyalty and engagement 22. 22 | 2015 Ketchum All rights reserved 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. 23. 23 | 2015 Ketchum All rights reserved 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. 24. 24 | 2015 Ketchum All rights reserved Mobile App And to be reacheable always in a simple way, a new APP mobile has been implemented. 25. 25 | 2015 Ketchum All rights reserved 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. 26. 26 | 2015 Ketchum All rights reserved Estra Kitchen in Tour The 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. 27. 27 | 2015 Ketchum All rights reserved Newsletter With the monthly newsletter we reach our customers conveying news from world energy scenerios and commercial offers. 28. 28 | 2015 Ketchum All rights reserved Lalbero di Estra The focus on sustainable food and energy is the theme of the campaign Lalbero di Estra. We asked Facebook users to tell us their commitment collecting contributions on our digital tree. 29. 29 | 2015 Ketchum All rights reserved Storytelling To strengthen its positioning, Estra has introduced in its storytelling even other brands. This is because the brand doesnt 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. 30. 30 | 2015 Ketchum All rights reserved 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. 31. 31 | 2015 Ketchum All rights reserved Thank you!