Fastweb: liveFAST

Fastweb, an Italian telco company, reduced churn and increased customer loyalty in Italy by launching a new customer loyalty program based on activation levels.

Campaign details

Advertiser: SwisscomBrand: FastwebAgency: TLC Italia SrlCountry: Italy

Background

liveFAST is the engagement and loyalty program that Fastweb (Italian telco company leader in voice and data services and positioned as "A Step ahead company") has launched in 2016 by replacing the previous loyalty scheme based on points collection, customer value and traditional interactions. As this scheme wasn't consistent with the brand positioning and failed in reaching the objectives to develop a long-term, intimate and exited relationship with customers, the company decided to launch a new engagement and loyalty program totally smart, digital...

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