Brief

With the country in lockdown, we needed to provide customers with a compelling reason to regularly recharge and increase their average spend to $40 per month.

Execution

Building on the success of the Recharge and Always Win campaign in 2019, customers were rewarded with not 1 but a choice of 3 instant rewards for each qualifying recharge, each reward providing at least $10 value back to the customer. In addition, customers benefited from double data (selected plans) and the chance to win a Suzuki Baleno car. One car won each week of the campaign!

The key to providing value was to ensure the rewards reflected our new situation living in lockdown so we made sure these consisted of online offers and subscriptions that could be enjoyed at home; including a digital magazine subscription, an anime subscription, discounts for THE ICONIC and Groupon and online art classes to keep the kids entertained.

Results

Initially run for 8 weeks, the campaign was extended to 16 weeks due to customer demand with an unprecedented number of rewards claimed, totalling millions of dollars in reward value.