Orange Poland

Orange Poland Rewards Loyalty with SMS Drawings

Background

Orange Poland is a top-three mobile network operator with over 14 million subscribers and a 32% market share. Orange was seeking an innovative way to reach out to its subscriber base, maintain loyalty and reduce churn rates.

Idea

InternetQ held a 100-day SMS competition for Orange mobile subscribers with daily and weekly prize draws. The campaign was communicated to subscribers via mail, posters and other POS materials in Orange shops, as well as through a full-spectrum media campaign involving all major TV channels in Poland (including TVN, Polsat, TVP1 & TVP2), radio (ZET, RMF FM, RMF Maxxxx, Eska Siec) and web. By sending in an SMS response, subscribers took part in a sophisticated mechanism of quiz dialogues & bonus sessions.  Lucky winners were picked to drive away with a BMW 316i each and every day, while on Sunday the stakes were raised even further to a BMW X3. Later on, the campaign took on a viral aspect by allowing contestants to invite friends to join in the game. To reinforce their loyalty program, Orange subscribers could also use their bonus points for top-ups, renewing contracts, adding service packages, adding pre-paid talk time or extending their subscriptions.

Result

InternetQ hit the right engagement levers with subscribers generating outstanding results with 13% of the subscriber base participating.  Orange also reaped long term results by extending the lifecycle of engaged subscribers.