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\ Case Study

#genHERAZIONI

The benchmark community for those who share Gruppo Hera’s sustainability values

Other:

Gruppo Hera - HERA COMM SPA

Project:

#genHERAZIONI

Project Type:

Behavioural Community

Goals:

Brand Awareness, Continuous Engagement, Retention, Churn Prevention
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Brief

Gruppo Hera is one of Italy’s leading multi-utilities, serving over 5 million citizens. It stands as the 3rd national operator in electricity and gas sales, the top provider in environmental services, and the 2nd largest manager of integrated water services. Hera Comm is the Group’s commercial division operating across much of Italy, with over 200 retail locations and 3.8 million customers. Hera Comm partnered with Advice Group to develop a proprietary digital ecosystem aimed at establishing a continuous dialogue with its customer base.

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Challenge

#genHERAZIONI is a behavioral loyalty strategy designed for customers, citizens (utilizing water and environmental services), and non-customers alike. The initiative focuses on environmental sustainability, seeking to engage Generations X, Y, and Z through diverse content formats tailored to resonate with every age group, driven by the core premise that everyone can contribute to a better future.

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Solution

The portal operates as a content-driven ecosystem entirely powered by gamification and edutainment dynamics. Within the platform, users can listen to podcasts, read practical tips and deep-dive articles, watch videos, participate in quizzes and surveys, or complete interactive missions.


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I risultati

67

USER ACTIVATION

Utenti attivi nel programma

4

EDUCATIONAL ENGAGEMENT

Contenuti educativi fruiti in media per utente

\ WEKIT

I microservizi utilizzati
Instant win
A simple and rapid solution for lead generation: reach as many people as possible with a prize draw that rewards the audience at random.
Badges
Reward users who complete different actions, boost the users’ status and assign extra points by connecting badges to their wallets.
Levels/statuses
Levels or statuses are goals that users can achieve through their involvement in the loyalty program.
Challenge
Create a dynamic environment, generate interaction between users and challenge your community in fun and rewarding challenges.
Missions
Unlike badges, missions are time limited. Users can be challenged to perform one or more actions within a short period of time.
Wallet (earn & burn)
Give back value in real time in the form of points: choose the currency that best suits the program and add to users’ wallets after they perform certain actions.
Collect points
Encourage users to actively engage with the program and brand by offering them a tangible incentive in the form of points to redeem rewards and benefits.
Rewards catalogue
Collect all benefits and rewards in a catalogue with images of and information on the individual rewards.
Progressive profiling
Each user can enrich their profile through preferences, surveys and crowdsourcing.
Editorials
Educate your users on certain topics by supplementing the program with articles and editorial content managed entirely by the backend.
Surveys
A simple tool to collect information and feedback in a structured way that can be integrated with existing systems.
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