iKineo
Beautiful and original insignia was designed to adorn communication as eye catching elements and add to the overall authenticity of the campaign.

Beautiful and original insignia was designed to adorn communication as eye catching elements and add to the overall authenticity of the campaign.

Communication included a series of beautiful ‘postcards from India’ as direct mail to customers, and were supported by SMS and MMS.

Communication included a series of beautiful ‘postcards from India’ as direct mail to customers, and were supported by SMS and MMS.

The campaign was articulated online and in social media through a comical character called “Raavi”, a local cricket enthusiast who wanted points so he can get more entries into the draw.

The campaign was articulated online and in social media through a comical character called “Raavi”, a local cricket enthusiast who wanted points so he can get more entries into the draw.

MTN Road to India

CHALLENGE

MTN is Africa’s largest mobile operator, and launched its 1-4-1 loyalty programme in South Africa. While enjoying significant participation by pre-paid customers, few post-paid customers had registered or were active on 1-4-1. Research indicated that ARPU levels were higher for post-paid customers who became active on 1-4-1. iKineo was tasked to develop a campaign to grow the number of post-paid customers active on 1-4-1.

SOLUTION

Leveraging MTN’s sponsorship of the South African cricket team, its brand equity in the sport, and the hosting of the cricket World Cup in India, we created The Road to India campaign. Building on the value of post-paid users being able to transfer their points to friends and family, the campaign was articulated online and in social media through a comical character called “Raavi”, a local cricket enthusiast, that needed points so he can get more entries into a draw to win a trip to the World Cup; in direct though bill statements, direct mail, MMS, & SMS. Post-paid customers could also use their points to enter to win the competition.

RESULT

Post-paid consumer activation on 1-4-1 increased by over 20% as a result of the campaign. The client retentions and loyalty team received their annual bonuses.