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Product Promotion Campaign - International Topup Service

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International mobile top-up solution enables Warid users to TopUp their prepaid roaming phones and additionally allows their overseas family members to send prepaid airtime to their loved ones back home to them
Marketing campaign, to create awareness in the UAE market , has been designed and executed from December 18, 09

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Product Promotion Campaign - International Topup Service

  1. 1. Electronic Channels Top-up & Bill Payments International top-up Bank Top-up & Bill Payments ATM Bill Payments & Top-Up Product Manager: Waqas Nasir | Product & Services | mCommerce & mAdvertisement
  2. 2. 2 Description & guidelines International mobile top-up solution enables Warid users to TopUp their prepaid roaming phones and additionally allows their overseas family members to send prepaid airtime to their loved ones back home to them Marketing campaign, to create awareness in the UAE market , has been designed and executed from December 18, 09. Following channels were used to promote the service among the Pakistani expats 1. On Ground Sales Team 2. Posters & Leaflets 3. SMS Campaign 4. Web site update. Total cost of marketing campaign = PKR 700,000 Campaign Tenure = 2 months • The Marketing Cost was bartered against the free air time given to the vendor for TopUp against 4% commission. The collateral was printed and delivered by the vendor • The Airtime adjusted against the marketing cost was on face value which further decreases the actual cost born by Warid. Status • Collateral Development & Execution: Completed • Campaign Tenure: - Activities duration : In process (Dec 18, 09 till Feb18, 10) - Campaign Duration: 4 months (till April 2010) Objectives Customer Satisfaction & perception • On-Ground activity has enabled Warid to create brand awareness along with the top-up service availability in UAE • The ease of the top-up facility also encouraged user to top-up the prepaid account back in Pakistan Revenue growth During this campaign we have observed • 15% Increase in number of Transactions • 11% increase in revenue • Total Revenue for the month of December ‘09: PKR 3,179,420 • Total Revenue for the month of January ‘10: PKR 3,559,770 • Average Top-up per day: PKR 115,599 • Average top-up Transaction: PKR 681.43 Date 1st to 7th 8th to 14th 15th to 21st 22nd to 27th Dec.2009 transactions (avg. value) 604 / (732 Rs) 577 / (720 Rs) 623 / (726 Rs) 468 / (741 Rs) Jan.2010 transactions (avg. value) 780 / (701 Rs) 723 / (675 Rs) 675 / (710 Rs) 682 / (680 Rs) % Increase in Jan.2010 transactions +29% +25% +8.3% +45%
  3. 3. Implementation & involvement Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec • Definition & approval • Implementation • Launch Responsible Marketing IT/ Network   Other P&S – Enablers & Solutions
  4. 4. POSTER LEAFLET
  5. 5. International Top-up Campaign - Ezetop UAE Campaign •Total Revenue for the month of December ‘09: PKR 3,179,420 •Total Revenue for the month of January ‘10: PKR 3,559,770 •Percentage increase in Revenue: 11% - w.r.t December 09

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