The DMA Awards 2009
PARTNERS ANDREWS ALDRIDGE
CLIENT • Vodafone
THE TEAM • Andy Todd, Paul Snoxell, Richard Donovan, Jon Leney, Jessica Brown, Jane Atkins, Kate Waters, Ceri Perkins, Hazel Reed.
Other contributors: French and Sarsby – Product sourcing and fulfillment, St. Ives – Print and production.
WHAT IS WONDERFUL ABOUT THIS WORK? • Vodafone needed to ring fence their most valuable customers. Their abolition of roaming charges this summer was good news to share. We saw a huge increase in mobile usage abroad amongst recipients.
Our response rate was 11.73%, with a conversion rate of 35.74%.
OBJECTIVES • To inform customers who hadn’t responded to previous communications of the ‘No summer roaming charges’ promotion, and get them to register for Vodafone Passport.
STRATEGY AND TARGETING • For many mobile phone users the enormous cost of using their phone abroad is a source of irritation, and a barrier to them using it more freely on holiday. Uniquely Vodafone decided to abolish roaming charges for the whole
summer across 35 European countries. The target audience was ultra high value, pay monthly Vodafone customers who had yet to sign up to Vodafone Passport. They travel and want to use their phone abroad with the same freedom that they do at home, but are
reluctant because of the cost. Like all mobile customers, they may have frustrations with Vodafone and from time to time have considered switching operators.
Using DM, we could segment ultra high value pay-monthly customers who were at risk of switching from Vodafone, and send them something genuinely useful. A Vodafone-branded travel adapter with the words ‘No summer roaming charges’ on it. This allowed them to keep their phone charged so that they would be able to use it at all times, and was a constant reminder of a great benefit they were enjoying as a Vodafone customer.
DATABASE • All those who responded registered for Vodafone Passport. It’s anticipated that this will result in increased customer loyalty and an improved NPS (Net Promoter Score).
RESULTS • Despite earlier communication about the promotion in other media such as TV and SMS, this audience hadn’t registered. Yet our response rate was 11.73%, with a conversion rate of 35.74%. Not only did a large number register for the promotion, but there was also a phenomenal increase in foreign mobile usage by this group.