TAGS: create loyalty / offer personalsed incentive / drive web traffic
The Dutch Internet service provider Het Net is part of KPN, the largest
telecommunication company in The Netherlands. Het Net used icecards to
offer customers an incentive for subscribing to the new ‘Family name
domain’ action, in which they could get their own website.
OBJECTIVES AND TARGET GROUP
• Reach Het Net clients
• Incentive for “Family name domain” action
• Branding within and by the target group
• Generate a database
• Offline viral marketing
CAMPAIGN SET UP
After
registering and payment, consumers received by mail a special link that
directed them to the specially developed website where they could order
their personalized icecards. After ordering, consumers received their
icecards within two weeks at home, and could start handing them to
their friends and acquaintances, stimulating word of mouth.
Consumers
could choose between four different visuals for their icecards, while
two different text templates were offered. One visual contained the
personal website of the customer, while the three other visuals
contained nice pre-selected images.
CAMPAIGN RESULTS
1,570
customers ordered Het Net icecards. 82% decided to put their own URL on
the text template, while 44% selected the visual with their own
website.
90%
represented the broad age group of 30 – 60 years. The average age of
the people ordering cards was 45.7 years. The optin percentage of the
campaign was very satisfying; 49% opted in for more information /
offers from Het Net and can be approached by Het Net in the future.
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