Movistar Uruguay: DAP

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.

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, we’ve developed the top-up campaigns with incentives to increase the average ticket and accumulated top-up over 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

2019 Sept. to Nov.

Target: Top-up face value > $200

32% of the impacted users joined the campaign

Second Campaign

2020 Feb. to May

Target: Daily Top-up  > $200

41% of the impacted users joined the campaign

 Third Campaign

2020 Sept. to Nov.

Targets: Top-up face  > $200 and accumulated top-up maximization

46% of the impacted users joined the campaign

Fourth Campaign

2021 Mar. to May

Targets: Daily Top-up  > $200 and Monthly Top-up  > $200, 300, 500, 800 depending on the customer segment

49% of the impacted users joined the campaign

Fifth Campaign

2021 Aug. to Nov.

Targets: Daily Top-up  > $200; Monthly accumulted top-up; 4 months accumulated top up. 

51% of the impacted users joined the campaign

The Results in KPI’s





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