#genHERAZIONI, an innovative behavioural loyalty programme created with Hera Comm
A multi-award-winning project, created to raise awareness of waste and sustainability
#genHERAZIONI is an innovative behavioural loyalty programme in the utility sector that involves all people, both energy, environmental, and water customers and citizens. The strategy stems from the collaboration with the company HERA COMM, a sales company in the Hera Group and one of the main Italian multi-utilities, which chose us for this project because we have always been at the forefront in defining new ESG loyalty models. #genHERAZIONI was created in July 2023 as part of the Hera Group's strategy of collaboration between the company and the community to generate environmental, social, and economic value.
#genHERAZIONI's loyalty content focuses on environmental sustainability issues and aims to engage generations X, Z, and Y through the use of content, so that they can capture the attention of every age group and harness the joint commitment to build a better future. The portal is entirely based on edutainment and gamification logics and on it, users can listen to podcasts, read tips and in-depth articles, watch video series, answer quizzes and surveys, or challenge themselves on different missions. The various features of the programme promote the adoption of sustainable behaviours and choices and are designed to engage users through a strategy that seeks to seamlessly integrate the user's physical and virtual experiences. Each action gives users back value in the form of ECOcoins and ACTIONpoints, which allow them to climb up the ECOlevels and obtain exclusive benefits.
#genHERAZIONI integrates and promotes participation in the Group’s environmental and social sustainability projects, which involve key players such as schools, voluntary associations, and cultural partners, thus allowing users to engage in supportive behaviours in the family and towards the community.
A particularly innovative element is the integration with the Consumption Diary, a unique feature that monitors customers' consumption month by month and compares it with similar users, to increase awareness and take a long-term view of their environmental impact. If they reduce their consumption, users are rewarded with the option to participate monthly in opportunities to win prizes.
#genHERAZIONI is accessible via desktop and mobile at genherazioni.gruppohera.it. Customers can also access the programme from the MyHera service app and the Group's online services. The interface is simple and direct and is customised according to the user profile from the first time they access it, thus guaranteeing a differentiated user experience based on the actions they take. New content and features are released every month to ensure the experience on the platform is always up to date.
A multi-award-winning Intelligence Loyalty strategy: #genHERAZIONI racks up titles at the 2024 Promotion Awards, the competition that recognises the best engagement and loyalty projects in Italy every year, winning in the Data-driven Loyalty and Sustainability categories, as well as receiving the special AI award. These awards demonstrate the innovative and sustainable scope of the project: #genHERAZIONI confirms that users are increasingly drawn to engaging and fun content and mechanisms that make it possible to increase people's awareness as well as engage the younger generations.
The programme, launched in July 2023, boasts the active involvement of over 65,500 people in less than a year. The community is mainly made up of HERA Group customers, but also of all those who identify with the Group's sustainability values.
Fulvio Furbatto
"#genHERAZIONI represents a virtuous example of how Artificial Intelligence can make a difference within a loyalty programme to improve the life of the community, actively involving the people who live and work in that environment. Engagement leads to the sharing of values and concrete actions in line with the SDG Sustainability Goals, which is why we talk about the trust economy: a trust that must be nurtured with transparency and credibility, including through levers such as edutainment, e-learning, and predictive opportunities."
Isabella Malagoli
"With #genHERAZIONI, we wanted to create a new ecosystem to welcome customers and citizens, both to enhance Hera's content and commitment to sustainability, and to move to a simple, innovative, and open relationship model, focused on experience, exchange, and co-creation, as well as to boost effectiveness in defining increasingly customised and data-driven services. In addition, through this innovative platform, we also want to strengthen our links with the local region: the digital environment thus becomes a place where we can build a community and engage in dialogue with customers and citizens who share and identify with the values of sustainability. In fact, #genHERAZIONI is first and foremost a fun and, engaging journey of discovery and greater awareness of one's own environmental impact. We encourage people to get involved and learn, rewarding every virtuous action that can make a difference in everyday life."
