Groupe Atlantic educate 67K stakeholders about HVAC products with gamified B2B2C campaigns
Success Stories
Groupe Atlantic is a multinational HVAC manufacturer on a mission to “make low carbon solutions as widely available and affordable” as possible.
They’re the largest HVAC manufacturer in France, the second largest in Europe, and continue to grow globally, with a current presence that spans 5 continents.
The challenges
🎯 Innovating at scale in the broad and rapidly evolving areas of heating, ventilation, and air conditioning means there’s a lot of information that needs to be distributed to achieve success.
Additionally, HVAC manufacturers are typically operating in a B2B2C structure. Almost anyone can set up a new TV or a computer, but unless you’ve got a qualified tradesperson in the family, very few households will be able to safely install a new boiler or upgrade the radiators.
This creates a delivery chain with more moving pieces, and more audience segments.
As such, Groupe Atlantic were looking for ways to:
- Drive brand awareness with contractors and retailers – essentially their intermediaries with their end customers
- Educate stakeholders throughout the delivery chain on innovative new products in a more effective way
- Keep all employees engaged in their new products across their brands and ranges
📱 Games and gamification experiences “by Drimify”
Group Atlantic opted to use gamification on the Drimify platform. In addition to a broad range of customisable games, it also offers the Dynamic Path™ – a powerful experience builder that allows you to combine game mechanics into an immersive, interactive story.
This is ideal for complex products that typically have longer use cycles, and allows them to customise experiences tailored to specific audience segments across the B2B2C delivery chain, as well as their own internal audience of employees.
Balancing incentives and fun with effective branded storytelling
Specific audience segments were sent tailored Dynamic Paths™ – each one offering a mix of sequential experiences designed to promote Groupe Atlantic’s products and distribute prizes to create excitement.
This took the form of question and answer games, optimised to educate participants on sustainable innovations in their product lines, and the benefits participants would see from stocking or buying those products.
These were interspersed with puzzles, which encourage concentration and allow for in-game pop-ups of information, and more playful casual games coded to the themes of sustainable energy consumption and the promoted HVAC products for fun and variety. (For example, swap Pacman for a workman with a wrench, and adjust the ghosts and the collectible items as required.)
To incentivise players, they enabled the leaderboard, aggregating participants’ scores across the entire experience to fulfil a promise made from the very first screen – finish in the top 3, and receive a $100 gift voucher. This encourages participants to play through all the levels, and maximises focus on the branded messaging.
A year round solution for better engagement across CX and EX
Groupe Atlantic have made the most of the Drimify platform, including using it to create digital advent calendars filled with instant win games at Christmas to create multiple chances to win (and a reason a day to keep coming back and engaging with their branded messaging), and to deliver other standalone experiences to achieve a range of Customer Experiences (CX) and Employee Experiences (EX) goals.
When you gamify year round and across business functions, you learn more and more about works for your different audience segments. This is because for every user action in a Drimify game, you get a data point, so over time you can better optimise your approach to get better results.
Results and KPIs
Key figures 🚀
- 66,791 participations of dedicated experiences aimed at tradespeople, retailers, customers, and employees
- 89% engagement rate across their campaigns
Objectives achieved 😎
- Delivery chain stakeholders engaged in latest product, including employees, contractors, and retailers
- End customers made aware of benefits of latest products, meaning that either the intermediaries are ambassadors for Groupe Atlantic brands, or they’re being asked about them
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