Enel Energia and the challenge of continuous loyalty
Enel Energia had a strong presence across all channels and an active loyalty program. Visibility was not the challenge. The real objective was to turn occasional customers into people who consciously choose to enter an ongoing relationship with the brand — something no standard promotion could have achieved.
Building a contest with something to say
We started from a clear premise: a contest earns its place when the prize reflects something true about the brand.
Enel had built a credible position around sustainability. From there, we brought in Dyson — a premium technology brand that shared that positioning and had never before made its products available for a prize contest. That single decision gave the whole initiative a credibility and an aspirational quality that would have been difficult to manufacture any other way.
The “Un Natale sostenibile” contest was built around this idea. Its gamified mechanic — quizzes and practical sustainability tips — was accessible directly from the loyalty program’s customer area, turning participation into a natural first step towards a longer-lasting brand relationship.
Il concorso “Un Natale sostenibile” è stato costruito intorno a questa idea. La meccanica gamificata — quiz e tips pratici sulla sostenibilità — era accessibile direttamente dall’area clienti del programma fedeltà, rendendo la partecipazione un ingresso naturale in una relazione più duratura.
What we did:
- developed the contest concept and gamified mechanic
- identified and managed the Dyson partnership end to end, from negotiation through communication
- handled all member communication throughout the initiative
- managed all legal aspects
Communication was not a container for the project. It was an integral part of it from the very beginning, designed to give the initiative meaning and make it relevant beyond the promotional mechanic.
The outcome
The contest drove a 23% increase in Enel loyalty program enrollment. This figure does not simply measure how many people played. It measures how many chose to enter into an ongoing relationship with the brand because the initiative offered something concrete, coherent and genuinely relevant.
A project like this requires skills that work together from the ideation phase onwards: mechanic design, partnership management, member communication and legal oversight. It is the combination of these capabilities, under a single strategic direction, that turns a contest into a loyalty tool.