New era mega promo 2015
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Transcript of New era mega promo 2015
• FreshcellGroup specializes in a unique kind of mega-promotion for mobile operators that can bring mobile operators ARPU increase 20-25 Euro in three months. Our mega-promotion for mobile operators can increase your base ARPU by up to 4%.
• It is self-financed and generates profits with unprecedented Return-On-Investment rations, normally higher than 200%
How does it work?
• Mobile Telecom is the leading mobile operator of Europe, with 10 million subscribers.
• Mobile Telecom has asked FreshcellGroup solutions to design a super-promo for the celebration of its 12 years anniversary.
• Objectives: ❑ Create a promo concept that will ignite the imagination of
consumers with big headline prizes ❑ Engage and excite a large part of their subscriber base ❑ Make the competitors seem small ❑ Generate large revenues and increase ARPU for the period ❑ Self-finance the promotion and turn a profit
❑ Meet Anna ❑ Anna is 42, married with 2 children.
She’s a home and gardening
buff and dreams of owning a
house with large garden.
MOBILE TELECOM SELEBRATES 12 YEARS.
YOU CAN WIN:
10.000 EUR – EVERY DAY 100.000 EUR – AUGUST 31ST 1.000.000 EUR – GRAND PRIZE
All you have to do for a chance to win is: Send a blank SMS to 2020
To enter the draws for
10.000 EUR – EVERY DAY 100.000 EUR – AUGUST 31ST 1.000.000 EUR – GRAND PRIZE
❑ Meet John ❑ John is 21.
He studies biology and works as an assistant in
the lab. He is obsessed with
motorbikes and dreams of buying a BMW
320i…
From: 2020
MOBILE TELECOM SELEBRATES 12 YEARS!
SEND A BLANK MESSAGE TO 2020 AND WIN
10.000 EUR – EVERY DAY 100.000 EUR – AUGUST 31ST
1.000.000 EUR – GRAND PRIZE
Options Reply Exit
❑Call to action may also be sent by SMS or MMS
Challenge #1: Recruitment. Mission completed
FreshcellGroup can achieve recruitment rates up to 7% of the target customer base. For Mobile Telecom, this would be 700 000 participations in the promotion
Subscribers 10.000.000 Recruitment rate 7%
Players 700,000
`
Prize cost €1,980,000 Advertising €1,000,000 Total cost €2,980,000
The premium SMS charge is €0,75
Our target is not only to break-even, but to make a massive profit. We want to achieve an average of 12 SMS/player.
How are we going to do this?
To cover campaign costs we need to generate 3,97 million SMS traffic. With 700 000 players, that would be an average of 5,67 SMS/player.
(* The industry average for mobile marketing is 2,5 SMS/player)
❑ Our most powerful tool for driving interactivity are the messages themselves. Responders should be both entertaining and motivating.
Anna, your 50 points bring you closer to the 10000 EUR today, but they also count for the 1000000 EUR at the finale. Start thinking now, what would you
do with 1000000 EUR? A house maybe?
Options Reply Exit
Anna, your 50 points bring you closer to the 10000 EUR today, but they also count for the 1000000 EUR at the finale. Start thinking now, what would you
do with 1000000 EUR? A house maybe?
Options Reply Exit
Anna, your 50 points bring you closer to the 10000 EUR today, but they also count for the 1000000 EUR at the finale. Start thinking now, what would you
do with 1000000 EUR? A house maybe?
Options Reply Exit
OK!
❑ A sophisticated interactivity
system keeps individual players profiles, tracking
demographics, behavior and responses of each player across time
Anna, tomorrow is Saturday. Are you going shopping maybe? Send
an SMS today and maybe tomorrow you’ll have an extra 10000 EUR to help you keep
up with the latest fashion.
Options Reply Exit
John, I’ve got a question for you, mate. If you answer right and fast,
you will get extra points for today’s draw of
10000 EUR. Who won the World Cup of
Football in 2010? Text 1 for Italy, 2 for Spain, 3
for Brazil. Options Reply Exit
Challenge #2: Repeat Play Rate. Mission accomplished.
FreshcellGroup has executed 25 ARPU-driving promotions for Bakcell, MTS, BMW, Mercedes Benz, Lexus, Toyota. FreshcellGroup has achieved record-breaking repeat play rates up to 15 sms/player.
Subscribers 10.000.000 Recruitment rate 7%
Players 700,000
`
Prize cost €1,980,000 Advertising €1,000,000 Total cost €2,980,000
SMS/player 12 Total SMS traffic 8’400’000
Premium rate €0,75 Revenues €6,300,000
Profit € 3,320,000
Operator ARPU (3 months) €23 Promotion ARPU (3 months) €9
ARPU Increase (Players) 39% ARPU Increase (Subscriber Base) 1,5%
• Bakcell is the leading mobile operator of Azerbaijan, with 2 million subscribers.
• Bakcell has asked FreshcellGroup solutions to design a super-promo for the celebration of its 16 years anniversary.
• Objectives: ❑ Create a promo concept that will ignite the imagination of
consumers with big headline prizes ❑ Engage and excite a large part of their subscriber base ❑ Make the competitors seem small ❑ Generate large revenues and increase ARPU for the period ❑ Self-finance the promotion and turn a profit
Subscribers 2.000.000 Recruitment rate 7%
Players 140,000
Results. Bakcell (Azerbaijan) June 2010
Prize cost 120.000 USD Advertising 60.000 USD Total cost 180.000 USD
SMS/player 12 Total SMS traffic 1’680’000
Premium rate 0,71 USD Revenues 1’192’800 USD
Profit 1’012’800 USD
Operator ARPU (1,5 months) 22,5 USD Promotion ARPU (1,5 months) 8,52 USD ARPU Increase (Players) 38% ARPU Increase (Subscriber Base) 2,65%
• The example shown here is a real illustration how FreshcellGroup‘s technology may help Mobile Telecom to drive ARPU and earn a lot within three months. Response and interactivity rates are based on actual past results with similar promotions. These numbers should give you an idea of the revenue we can generate for you, in proportion to your subscriber base.
• Please contact us for more accurate estimate based on your particular case.