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.
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.
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:
2019 Sept. to Nov.
Target: Top-up face value > $200
32% of the impacted users joined the campaign
2020 Feb. to May
Target: Daily Top-up > $200
41% of the impacted users joined the campaign
2020 Sept. to Nov.
Targets: Top-up face > $200 and accumulated top-up maximization
46% of the impacted users joined the 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
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
IMPACTED USERS THAT JOINED THE CAMPAIGN