Background
A mobile operator in an advanced mobile market wanted to offer an incentive
to its customers to increase retention rates, quality of service and revenues per
user. A highly targeted and specialist community was created, consisting of
customers who had previously agreed to opt in. The subscribers were verified
to check compliance with the campaign regulations, and the campaign was
launched.
Launch
The programme was designed to increase the amount of recharges over a
specific period.
The programme ran for 61 days, over a period of three months (12 days in
month one, 31 in month two and 18 in month three). The three main metrics
monitored were:
Subscribers – displays the number of subscribers in the campaign as a
daily average for each campaign month.