Vi™ – Vodafone India Post Paid Subscription Drive

In order to keep in line with the mandate by the brand, not only did we need to drive a large number of users to the new look campaign landing page, but we also had to ensure that the Conversion from Form Fills to Subscription was greater than 10%.

\ 15+ MILLION IMPRESSIONS

\ 7000 + SUSCRIPTION FORM FILLS

\ 20% CONVERSION

\ 700 + MONTHLY ACTIVATIONS

About The Brand

Vodafone Idea Limited is an Aditya Birla Group and Vodafone Group partnership. It is India's leading telecom service provider. The Company provides pan India Voice and Data services across 2G, 3G and 4G platform. With the large spectrum portfolio to support the growing demand for data and voice, the company is committed to deliver delightful customer experiences and contribute towards creating a truly 'Digital India' by enabling millions of citizens to connect and build a better tomorrow. The Company is developing infrastructure to introduce newer and smarter technologies, making both retail and enterprise customers future ready with innovative offerings, conveniently accessible through an ecosystem of digital channels as well as extensive on-ground presence. The Company is listed on National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) in India.

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Decoding The Brief

Post-paid is now a proposition of giving more value to the customer. Giving premiumisation through content, service offering and various kind of bundling’s. Vodafone India was going through a rough patch as far as post-paid subscription numbers were concerned and the mandate was to up their subscriber base substantially. The task we had at hand was divided into three main areas.

CHALLENGES

Over the past four years, India’s post-paid market has halved to ₹221 billion. It forms 15% of the sector’s revenues and 5% of the sector’s active subscribers. The decline has been a result of a 42% drop in post-paid ARPU to ₹357 with prepaid plans getting cheaper.

Our Strategy

In order to keep in line with the mandate by the brand, not only did we need to drive a large number of users to the new look campaign landing page, but we also had to ensure that the Conversion from Form Fills to Subscription was greater than 10%. The strategy to drive conversions into subscriptions was to ensure that

Campaign Execution

Driving quality post-paid subscriptions, round the clock can be challenging, but we like challenges ! Our execution plan was three prong and involved three key stages - Planning , Implementation and Optimisation. The campaign was delivered via affiliate partners and a host of proprietary databases via the LeadDigital platform, we used Trackier to ensure that we were optimising outcomes.

\ 7000 + SUSCRIPTION FORM FILLS

\ 20% CONVERSION

\ 15+ MILLION IMPRESSIONS

\ 700 + MONTHLY ACTIVATIONS

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