We were presented with an interesting challenge: Make Airtel synonymous with the Internet. We then decided to think of a way to make it interactive and cool, we needed a way to get referrals and friends talking and sharing.
We built a microsite switchon.ug and through this microsite we enabled users to log on and register themselves first and then register a friend to receive free data. Every morning between 6&7 am when a user (lets call them ‘the switcher’ ) entered a friends number it would send that friend (the switchee) a message saying ‘so and so’ has switched you on advising them to log on to the website to redeem free data for themselves.
The switcher would then receive free data for switching a friend on during this ‘happy hour’. Within hours of launching internally for the test phase – the leader board we had created had registered 3,000 users. The switch on campaign did not stop there – to take the virtual into the physical –we put nfc technology behind several standees that we put in airtel shops. When these standees were tapped with an nfc enabled phone the user was taken directly to the switchon.ug microsite where we also engaged them in switching on other people!
With users coming in through social media, in store and through sms via phone – we registered double digit growth on our face book page moving numbers from 180,000 to 300,000 fans on facebook in the space of only 8 weeks!
A convergence of smart technology, value addition to the client and seamless integration of phygital as we like to call it