ENGIE - a global leader in energy services - leveraged RCS Business Messaging during the festive period with a gamified Advent Calendar to educate and boost loyalty program reactivation, targeting users who had been inactive +6 months.

Promotion Energy France
82% Open rate, represented by a bar chart

82%

24% Completion rate, represented by a pie chart

24%

9x Accounts reactivated vs SMS, represented by a line chart

9x

Overview

ENGIE is a global reference in low-carbon energy and services. With their 96,000 employees, their customers, partners and stakeholders, they are committed to accelerate the transition towards a carbon-neutral world, through reduced energy consumption and more environmentally-friendly solutions. They reconcile economic performance with a positive impact on people and the planet, building on their key businesses (gas, renewable energy, services) to offer competitive solutions to their customers.

Challenge

ENGIE customers benefit from a loyalty program called "Mon Programme pour Agir" which allows them to earn points for gifts or donations. However, most customers did not think to check their points account and ENGIE had many inactive customers (+ 6 months of inactivity). ENGIE's goal was to take advantage of the festive period with an Advent Calendar to educate their customers on the loyalty program and reactivate them.

Approach

Recognizing that traditional formats like email and SMS were less effective for reaching an already disengaged customer segment, ENGIE leveraged the interactive nature of RCS Business Messaging featuring rich media and action buttons to resonate with this traditionally hard-to-reach customer base and foster a more personal connection.

Result

Sinch and ENGIE created a gamified conversational experience that allowed customers to earn and spend loyalty points while having the opportunity to unlock and interact with the Advent Calendar at the end of the conversational experience.

Insight

“RCS allowed us to raise awareness of our engagement program and give customers their exact number of points. In addition, we were able to collect data on the desire of our customers to earn or spend points and we will thus be able to better target our future campaigns. The Advent Calendar at the end of the scenario was a good idea because the customers stayed in the use case after learning more about the program.“

Léa Lefebvre, ENGIE Campaign Manager

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