EFMP Italian partners, Settimo Piano, have won the special Customer Engagement award for the work done for A2A Life Company, at the Touchpoint Engagement Awards 2022.
Touchpoint is the editorial platform of Oltre La Media Group, an Italian editorial specialist in the marketing and communication sector.
A2A life company generates, distributes, and markets renewable energy, electricity, gas, integrated water supply, and waste management services in Italy. The company was born out of the merger of the two independent Italian city-owned companies, AEM (Azienda Energetica Municipale) of Milan and ASM Brescia (Azienda dei Servizi Municipalizzati) In 2007.
In 2019, the protected market in Italy came to an end, and A2A wanted to inform consumers of this important change. To do this, they wanted to create a new physical channel to directly reach all customers who they were not able to reach through telesales and digital.
After a rigorous selection process, EFMP Italian partner, Settimo Piano, was selected to create a strong sales network that covered key strategic touchpoints which included galleries, shopping centres, temporary stores and masonry shops as well as supporting A2A initiatives across all local events in the community. This was called the A2C Campaign.
The main objective of the A2C campaign was to drive sales by communicating the important changes in the energy market and by providing a consultancy - type service that guides and advises consumers on how to select the best energy supplier.
The challenge was to create an authentic local activation marketing strategy that would be embraced by the local communities. Settimo Piano took on this challenge initially, and 4 years later the partnership continues to thrive with more than 150 people across 9 teams located at 30 touchpoints, including shopping centres and supermarkets, in the Lombardy province.
The Touchpoint Special Award recognised the campaign with the following motive:
"The "A2C" project created with A2A is a new communication channel capable of bringing the brand closer to the people through the use of a business intelligence platform that monitors the flow of information used to most effectively optimize an organisation. This is a project that focused on delivering quality advice to help guide consumers from a more protected market to the free market, in a strategic sector such as energy. The Special Engagement award is recognition that, amongst other things, the synergy between A2A and Settimo Piano Is capable of rewriting the rules of engagement in the sector over time ".
Andrea Nico, Founder and President of Settimo Piano commented:
"It is tremendously gratifying to get this kind of recognition, it is especially motivating for our teams to have their hard work recognised by an external agency. The objective for Settimo Piano remains the same, to continue to work hard and to best represent A2A and their customers every day."