Image for ORANGE boosts its Black Friday sales with a highly personalized “well-kept” offer
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A historic operator in France, Orange is the number one in mobile telephony and the number one internet access provider in France. The brand holds more than 40% of the market share in broadband and very high-speed broadband subscriptions.
Its priority for more than 20 years has been to make technology accessible to as many people as possible.
Key figures:
10th largest mobile telecommunications company in the world.
287 million customers in 26 countries
44.1 billion euros in turnover
CONTEXT
In the ultra-competitive Telecoms sector, customer retention is a key issue: the range of mobile phones with or without commitment is expanding, we are seeing the rise of refurbished smartphones and it is now easy to change operator.
For one of its most important marketing campaigns of the year, the taiwan contact number Black Friday Previews, reserved for its best customers (+7M contacts), Orange called on Sinch to create an ultra-personalized, high-impact campaign.
The objective for Orange is to re-engage its customers by acquiring a new smartphone coupled with a mobile plan. The offer to be relayed: product + price depend on the customer's appetite for an OS (Apple or Samsung) and the phone currently owned (Trade-in offer).
The challenge was therefore, based on customer data, to offer a memorable and hyper-personalized experience to generate upsell.
SOLUTION
Reinforce the feeling of exclusivity thanks to an innovative padlock mechanism, enhancing the personalization of the offer.
hyper-personalization and originality, Sinch recommended to Orange a teasing approach and the use of the Rich SMS channel (offering wide creative possibilities and hyper-personalization) to further generate interest and improve the impact of the message.
Upon arrival at the Rich, the user must, to reveal his offer, "unlock" a padlock. A fun mechanism that allows customers to get on board and embodies the exclusive nature of the offer (in the event of a 2nd unsuccessful attempt, the offer is automatically revealed).
The user then discovers their preferential rate including the promotion of one or more products and the offer to trade in their old mobile (in order to reduce the acquisition cost of their new mobile); we were able to provide highly personalized content via the co-construction of a matrix of personalized rates based on the mobile and the offer held by the customer. A generic version was also developed for customer cases where the SMS could not be personalized.
RESULTS