100% PERSONALIZED LOYALTY FOR 2 MILLION USERS

A data-driven loyalty strategy that boosted engagement, reduced churn, and earned European recognition.

Our Sectors

Telecom

Client

Fastweb

Solutions

Loyalty Programs, Engagement Programs

Location

Italy

A laptop on a table displaying the liveFAST website, featuring colourful sections for user interaction and information about services offered by Fastweb.

Overview

Fastweb S.p.A. is an Italian telecommunications company that provides fixed and mobile telephony, broadband internet, and IPTV services. One of the leading providers of ‘fibre to the home’ connections in Italy, the brand operates as part of Fastweb + Vodafone.

Fastweb identified an opportunity to evolve its customer relationships beyond the traditional, more transactional communications. The brand wanted to build deeper connections with its entire customer base by adopting a digital-first, creative, and highly personalised approach to loyalty.

After joining forces with TLC, the LiveFAST campaign was introduced. This long-term loyalty program was designed to create meaningful, relevant interactions for each individual user. Over four years, the collaboration delivered a 37% enrolment rate across Fastweb’s customer base, a 20% reduction in churn among enrolled users, a 60% increase in engagement, and industry recognition as ‘Best European Loyalty Program’ at the IMC European Awards.

The Challenge

Fastweb wanted to redefine how it engaged with its customers. In a highly commoditized telco market where price and promotions often dominate decision-making, the challenge was to move beyond institutional touchpoints and build more positive, emotionally engaging moments throughout the customer lifecycle.

Fastweb recognised the untapped potential in its existing customer base – an opportunity to create an ongoing relationship built on trust, transparency, and relevance. To do this, Fastweb needed a loyalty initiative that could engage millions of users at scale, generate valuable customer data, and continuously adapt to evolving needs and behaviours, all while staying true to the brand’s hard-earned reputation.

Why TLC

Fastweb selected TLC Worldwide for its leadership in the loyalty space and its proven ability to design programs that combine creativity, technology, and data-driven insight.

From the outset, TLC demonstrated a clear understanding of Fastweb’s ambition to deliver a program that was genuinely innovative and differentiated in the Italian market.

TLC was able to build a tailor-made strategy that balanced guaranteed rewards with dynamic instant-win mechanics, keeping a broad and diverse customer base engaged throughout the year. The approach was scalable and measurable, ensuring long-term value rather than short-term activation. This alignment of vision, combined with TLC’s end-to-end execution capability, led Fastweb to choose TLC as its trusted loyalty partner – a collaboration that continued to evolve over the next five years.

The TLC Approach

From the beginning, TLC worked closely with Fastweb to translate complex business objectives into a single, cohesive loyalty ecosystem. The goals were to reduce churn, increase engagement, improve the net promoter score (NPS), enhance customer profiling, and collect high-quality data, all while creating genuinely positive experiences for users.

TLC designed LiveFAST as a progressive, data-driven program capable of serving over two million enrolled members. Each user followed an individual journey shaped by their behaviours, preferences, and interactions. This allowed TLC to introduce increasingly relevant content, rewards, and experiences over time, ensuring the program remained fresh and highly personalised.

A key innovation was the reversal of the traditional loyalty logic. Instead of rewarding customers only after specific actions, LiveFAST adopted an “if you receive, you do” mechanic, using rewards to proactively stimulate engagement and participation. This was supported by a strong storytelling framework that reinforced Fastweb’s positioning as a brand that is always one step ahead.

Illustrated banner showing five events: opening ceremony with a flag from a window, a movie marathon runner, backyard canoeing in a kiddie pool, clay pigeon shooting in a garden, and a closing podium ceremony with medals

The Results

The LiveFAST initiative successfully engaged a significant share of users, with over a third of customers enrolling in the program.

By fostering more frequent and meaningful interactions, LiveFAST helped reduce churn by 20% among enrolled customers compared to non-enrolled users, while significantly increasing overall engagement. Over time, the program also strengthened Fastweb’s customer knowledge, enabling more personalized and effective communication.

The value and innovation of the program was recognised at a European level, with LiveFAST winning ‘Best European Loyalty Program’ at the IMC European Awards.

The LiveFAST program demonstrates how a data-driven, experience-led loyalty strategy can deliver measurable business impact at scale. By combining personalization, creative mechanics, and long-term vision, TLC helped Fastweb strengthen customer relationships, reduce churn, and build a loyalty model recognized at a European level.

+37%

of Fastweb’s customer base

enrolled in the LiveFAST program

-20%

churn rate

among enrolled users compared to non-enrolled customers

+60%

increase

in overall engagement rate

Hear directly from the client

“We would like to thank the entire TLC team for managing LiveFAST – Fastweb's loyalty program launched together.
Our collaboration over these past five years has allowed us to achieve excellent results in terms of engagement, with a 60% increase compared to the previous period. It has been a pleasure working with you thanks to your professionalism, creativity, and passion, as well as the high level of service provided from the beginning through to the end of our collaboration.
Your strategy, management, and proactive support have contributed to the development and growth of the program, helping us achieve the expected results.”

Mara Cassinari

Manager of Loyalty Program, Fastweb