The Brief: Use Mobile Number Portability (MNP) to leverage the equity, superior network and personalised service of Vodafone and convert high value customers.
The Insight: When customers from competitive networks used Vodafone while roaming, they were happy not only with the network but with the service as well. MNP provided the ideal occasion to nudge them towards a permanent switch.
The Execution: We selected 500 customers on competing networks with monthly billings of over `20,000. Each one received a mailer that let them experience Vodafone’s personalised approach - their mobile number crafted in chocolate. Ten pieces of delight with ten reasons to switch to Vodafone.
The Impact: The audience experienced delight on two levels – the instant, edible one, and the longer-term sweetness of Vodafone’s personalised services. 280 of the recipients (56%) switched to Vodafone purely as a result of this activity.
