Play - Confenar
How a gamified AI assistant, in partnership with Play Gamification, converted conference learning into concrete actions with NPS +93.
Confenar (National Confederation of Resellers) held its annual sales conference with ~500 leaders. The historical challenge was always the same: high participation at the event, but low conversion to concrete actions in the following weeks.
The challenge
Transforming learning from a national conference (~500 leaders) into concrete post-event actions. Historically, event enthusiasm dissipated within weeks.
The solution
Implementation of "Play", an AI assistant with gamified microlearning and post-event follow-up via WhatsApp, developed in partnership with Play Gamification.
What was done
- Gamified journey design based on conference themes (Play Gamification partnership)
- AI assistant trained to convert theory into practical micro-challenges
- WhatsApp AI chatbot to facilitate participation and interaction
- Points and recognition system for continuous participation
- Automatic follow-up with contextualized provocations
- Real-time metrics dashboard for the HR team
Results
leaders interacted
44% of total audience
high-frequency users
~20% of audience
program satisfaction
exceptional score
quality CSAT
perceived by participants
participation vs. baseline
measurable improvement
"The experience with Play at the Confenar event was very positive. The WhatsApp AI chatbot made participation in activities much simpler and dynamic, facilitating access to information and encouraging interaction throughout the entire event. It was a practical and innovative solution that added significant value to the event."
Thiago Gonçalves
Learnings
Gamification significantly increases participation when combined with real practical provocations.
Post-conference format needs to start within 48h of the event.
5-minute micro-challenges generate more action than 30-minute modules.
AI + gamification + WhatsApp created superior participation patterns.