Vodafone Delight

To combat a cellular market with a high churn rate, Vodafone wanted to build customer loyalty. Forgoing the common reward program, it launched a campaign that simply said "thanks" to its customers with the unexpected delight of a small gift.

Vodafone Delight

RMG Connect

ENTRY INFORMATION

Category: Communications/UtilitiesCountry where program ran: AustraliaDate program started/ended: October 2006 - March 2008

Product Description: Mobile phone service loyalty program

Advertiser/Client Name: VodafoneMedia Channels: DirectMailWebsite: www.vodafone-myway.com.au/delight/dev/rewards/

STRATEGY

Marketplace Challenge:

Competition in the telecommunications category in Australia makes it one of the toughest markets in the world. The mobile market is driven by the latest deal and customer churn is a key business issue for all carriers. As the 3rd player in the market, Vodafone identified that customer retention was a key challenge but...

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