Movistar Uruguay: Digital Activation Program
Top Up Engagement
Intro
TIMWETECH began developing Digital Activation Programs for Movistar Uruguay in September 2019. Since then, we have implemented four different campaigns, every three to four months.
Details
The Challenge
Although each campaign has its own specific target, the common goal of the program is to increase Movistar’s prepaid base top-ups, in terms of face value and frequency.
The Solution
By using tailor-made gamification mechanics, the top-up campaigns that have been developed included incentives to increase the average ticket and accumulated top-up over more one, or more months.
Across the different campaigns, we used various gamification mechanics, with an increasing level of complexity and complementarity of targets:
First Campaign
Sept. – Nov. / 2019
Target: Top-up face value ≥ $ 200
Second Campaign
Feb. – May / 2020
Target: Daily top-up ≥ $ 200
2.7% top-up increase (active VS. non-active)
32% of the impacted users joined the campaign
4.6% top-up increase (active VS. non-active)
41% of the impacted users joined the campaign
Third Campaign
Sept. – Nov. / 2020
Targets:
– Top-up face value ≥ $ 200
– Accumulated top-up maximization
Fourth Campaign
Mar. – May / 2021
Targets:
– Top-up face value ≥ $ 200
– Monthly top-up ≥ $ 200, 300, 500, 800, depending on the customer segment
5.6% top-up increase (active VS. non-active)
46% of the impacted users joined the campaign
7.2% top-up increase (active VS. non-active)
49% of the impacted users joined the campaign
KPIs
The Results
IMPACTED USERS THAT JOINED THE CAMPAIGN
%
PROGRAM IMPACT ON TOTAL PREPAID REVENUE
%
MoM ENGAGEMENT RECURRENCE
%
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