Engage Customer Through Total Brand Experience Transmedia Storytelling: the ESTRA Business Case - Dennis D'Amico

2 | © 2013 Ketchum – All rights reserved
ENGAGE CUSTOMERS THROUGH TOTAL BRAND
EXPERIENCE TRANSMEDIA STORYTELLING

Key figures
650,000 customers
Founded in Tuscany
101 municipalities shareholders
6,200 km gas distribution network
850 Million Euro turnover
700 employees

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

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
positioning
1. Strengthen brand positioning

Corporate Website
ESTRA brand
repositioning as
innovative company
started off with full
redesign of digital on-line
platforms

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

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 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.

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 |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.

2. Create a path to touch-
base and approach
prospect customers
2. Create a path to touch-base
and approach prospect customers

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.

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 App
And 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 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.

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 Customer Through Total Brand Experience Transmedia Storytelling: the ESTRA Business Case - Dennis D'Amico

Engage Customer Through Total Brand Experience Transmedia Storytelling: the ESTRA Business Case - Dennis D'Amico

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Engage Customer Through Total Brand Experience Transmedia Storytelling: the ESTRA Business Case - Dennis D'Amico