A leading Tier 1 Eastern European mobile operator wanted to increase the frequency and value of top-up activities among its youth segment pre-paid customers. Their business objective was to increase ARPU and decrease churn among a valuable segment that has notoriously little operator brand loyalty.

The rewards program targeted the pre-paid youth segment, 13-24 years of age. Every month there were 500,000 customers eligible for the program. The prize business rules resulted in winners receiving two non-telco prizes per day, three grand prizes per competition period, and an assortment of telco prizes. The operator created awareness of the program through above-the-line and base communications.

The operator established certain business rules: To participate, users had to recharge more than $6.00. Users who topped up between $6.00 and $8.00 received a silver code. Users who topped up over $8.00 received a gold code. A silver code gave the customer a single opportunity to play the game online, and the chances to win were one in three. With a gold code, customers had two opportunities to play the online game and, for each of the two games, the customer had a one in three chance to win.