Iren is one of the most important multi-utility groups on the Italian scene. The Group includes Iren Mercato within the context of gas and electricity services, a company that supplies electricity and natural gas to individuals, companies and public bodies, offering innovative services and products.

The world of utilities is at the centre of a major transformation, and Iren turned to Advice to transform the critical issues facing this sector into new opportunities. The project stems from the brand's desire to improve retention and engagement rates and to reduce the churn rate.

Be Iren is Iren's walled garden for electricity, gas and services: initially aimed only at electricity and gas customers, today Be Iren is an ecosystem involving brands, touchpoints and innovative services from across the Iren Group. The strategy is entirely data-driven and engages customers in a journey, based on gamification and content loyalty, that promotes continuous user interaction.