CAMPAIGN NAME :

PHASE 1 COBP to First Gold Plus With Lifestyle Benefits

OBJECTIVE:

Objective of this campaign is to increase the ARPU of the customers by migrating them to new Bill plan which is of higher value.

MARKETING STRATEGY:

  • This campaign targets low ARPU customers below the particular plan(Celcom first gold) and ask them to change their Bill plan to Celcom first gold with Lifestyle benefits.
  • Customer’s preference is identified based on voice or data usage of the customer and targeted texts will be sent based on the group.

EFFECTIVENESS:

  • With respect to Group 1 the conversion value increased by 1% more than the existing count
  • With respect to Group 2 the conversion value increased by .65% more than the existing count.

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