Orange | Phone Fund ‘clean up’ campaign
Brief: Inform pay as you go customers that they’ve accumulated enough money in their Phone Fund to get a free phone.
Orange pay as you go customers might have forgotten that for every £10 they topped up, Orange put an extra £1 away for them. So as a reminder, we created a campaign which comprised an email, DM and MMS, all telling them they’ve got money sitting around gathering dust.
The email and DM (which contained a real household duster) were both personalised, telling the recipient exactly how much money they’ve saved, and that they could ‘clean up’ and get a free phone. This proved to be highly successful, achieving over 33% for open rates on the email and over 6% on redemption rates.
