EYDAP, the Athens Water Supply and Sewerage Company, is the largest Greek organization operating in the water market, providing fresh water and sewerage services to over 4 million customers. With its sewerage infrastructure consisting of 9,500 km of water pipelines, EYDAP constantly upgrades and invests in their water supply and sewerage systems in order to meet demand.
Since EYDAPs inception in 1980, they have serviced customers solely through their call center. As EYDAP invested in scaling the call center to better service their customer base, it became apparent they needed to rethink how they engaged with an aggressively growing customer segment - the younger population. These customers had new expectations on how to engage with a brand and what defines customer service. No longer was a industry leading call center enough to ensure customer loyalty. Consequently, EDYAP was intent on reinvigorating their brand and finding new effective ways to engage this new customer base.
EYDAP hired Backbone to develop a marketing strategy to best addresses their brand challenges in the market. Instead of utilizing conventional marketing tactics to reinvigorate the brand and sway the public on how great EYDAP’s customer service was, Backbone decided to do something much more effective and disruptive – develop the first-ever EYDAP mobile application enabling the Greek public (particularly to the younger demographic) to interact and obtain information from EYDAP that was personalized and relevant to the customer. By partnering with Backbone, EYDAP was poised to launch a powerful, easy-to-use brand utility and thereby tactfully influence how the brand is perceived by the general public.
The solution was “EydApp”, a mobile application through which customers could:
Easily report a problem by taking a photo of the issue, track their location and get notified once the issue was resolved.
See and pay their latest bill.
Learn about scheduled works and planned improvements in real-time.
MOTION DESIGN VIDEO
Backbone recognized the importance of communicating the added value of EydApp in order to successfully convert an experimental user to a long term user. As such, alongside the promotional website, Backbone developed a slick motion design video that showcased the features and functionality of the application, as well as demonstrated how customers would use the application in their daily lives, delivering meaningful interaction with EYDAP.
PROMOTING THE APPLICATION
To build awareness and boost adoption of EydApp, Backbone launch a promotional website to launch the application and educate customers on the features and capabilities. A scroll-down storytelling approach was leveraged into the user experience, and the application was showcased in real-life situations that customers could relate to.
Once users learned about the application features, they were encouraged to click on the App Store link to download and use the application.
Backbone played a integral role in helping EYDAP transition into the digital era. The development of compelling digital assets combined with Backbone’s out-of-the-box thought process helped EYDAP achieve substantial goals, such as effectively serving an evolving customer base as well as advance EYDAP brand perception.
In less than six months, more than 3,500 customers downloaded EydApp and endorsed it with a 4 star rating, and 35K customers visited and viewed the promotional website and video, respectively.