TAGS: new service introduction / loyalty / increase ARPU
Vodafone is one of the largest mobile operators in the Netherlands and
is part of the worldwide based Vodafone Group, which is the largest
mobile telecommunication company in the world with approximately 165
million customers.
To increase the loyalty of the Vodafone target group and to stimulate them to sign up for a Vodafone Passport, icecards were used.
OBJECTIVES AND TARGET GROUP
• Increase loyalty and communicate the new roaming offer to Vodafone customers
• Stimulate mobile phone use when abroad (higher ARPU)
• Motivate people to sign up for Vodafone Passport
• Generate a database
• Generate web traffic on www.vodafone.nl
CAMPAIGN SET UP
Vodafone
ran a campaign of 5,000 sets of icecards. Four different visuals could
be selected on the order website, while two different text templates
were offered.
Consumers could order their personalized
icecards via a special developed mini site. After ordering, they
received their icecards within two weeks at home and could start
handing them to their friends and acquaintances, stimulating word of
mouth. To promote the campaign to the target group a hyperlink on
www.vodafone.nl, and a banner on the landing page of Vodafone were
used.
CAMPAIGN RESULTS
Consumers responded very positively to the campaign: within three weeks all 5,000 sets were ordered and distributed.
80%
represented the age group of 14 – 30 years. The average age of the
people ordering cards was 26 years, peak lying at 17 years. 52% of the
users was female, 48% male.
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