Category: Best Mobile Branded App

Client: Enel Romania

Year / Domain / Status: 2016 / Business & Industrial / Winner

Strategy description:

Centrade-Cheil, one of the leading independent communication agencies, developed and launched the new version of the MyEnel Mobile Application, the only native mobile application in the energy sector. The application offers new features adapted to Enel customers’ fast changing needs, and provides access, in a user-friendly interface, for a wide range of services and useful information for Enel users. Marketing challenge: As the leading company in its sector, it was a must for Enel to create a modern and innovative self-service customer care product, in order to offer practical and easy alternatives for consumers, by constantly working to simplify the interaction with its services. Also, Enel customers have simple monthly needs - pay the energy bill, send the Index values, evaluate their consumption. So we needed to provide them with a simple, clear, consistent experience that adapts to their profile, based on their needs and devices they use every day. Developing the new version of MyEnel app aimed to improve the overall perception of the brand, as part of a wider modernization program, in order to boost the quality of the commercial services offered to customers, and deliver modern and innovative solutions, in order to meet the customer needs.


Being an application dedicated to all Enel customers, MyEnel app provides access, in a user-friendly interface, to the most important services and useful information - from paying the bill directly from the application, to information on the customer’s consumption history, meter readings and electronic version of the electricity bill. Customers can also evaluate their consumption by comparing the indexes in the history section; or they can visualize the bills that were issued and the payment records. During the reading period, customers can introduce their consumption index in the app. Moreover, in the Fast Balance section, they can check the actual payment situation for their relatives and friends, using only the Eneltel code. Also, they don’t have to worry that will forget when the payment is due or other important information, because MyEnel will send dedicated push notifications messages. The app was built around 4 pillars: - Intuitive UX - users can easily find the way in the app, - Mental Model and Conceptual Model - application’s conceptual model matches perfectly with the user’s mental model. Users find the product easy to learn and use in order to complete the actions - Smart Dashboards - the content adapts to customers profile - Consistency and User Interface - layout is optimized to every mobile and tablet screen sizes and resolution to take advantage of the extra space available. A condensed media mix helped us reach the most relevant people for our goals: - Social Media Activity – via FB page - A newsletter was sent to current myenel.ro users announcing the app’s launch - Web and mobile banners campaign - Lucky draw organized only for the mobile application users.

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