Busy’s “Power Of 4” Bags A Double At GITTA 2017
Busy’s popular new subscription and retention marketing campaign, Power
of Four clocked a double at the 2017 Ghana Information Technology and
Telecommunications Awards (GITTA).
The campaign was adjudged the Marketing Campaign of the Year as well as the Innovate Product of the Year at Ghana’s biggest night to recognise players in the telecommunication and ICT space.
The campaign was adjudged the Marketing Campaign of the Year as well as the Innovate Product of the Year at Ghana’s biggest night to recognise players in the telecommunication and ICT space.
Chief Executive Officer of Busy, Praveen Sadalege said “the Power of 4 was a brilliantly executed marketing drive that any marketing executive across the world will envy.
The communication that went along with the unlimited 4 freebies seems to
have contributed in many ways in entrenching the presence of the Busy
4G brand. It was a full 360degree campaign with a jingle that caught on,
and from the commercial side, it played a major role in increasing our
customer base. We are happy that our colleagues and stakeholders in the
industry agree with us and have recognised the hard work the team put in
it”.
Mr. Sadalege also expressed his appreciation to Busy’s growing customer
base assuring them that, “there is more where this came from so expect
an even better product offering from Busy going forward”.
The Busy Power of 4 campaign was executed using every available mass
media tool including TV, radio, press, Outdoor, PR, digital, social
media. The campaign was supported with a number of on-ground activations
in malls, on the streets of Accra, radio activations with giveaways,
life streaming of on-ground activations and a lot of rewards to
customers. Midway through the campaign, this was revamped with the
introduction of a special student offer where the Lenovo handset was
introduced and offered to students with the same power of 4 rewards.
Head of Marketing at Busy, Linda Narh added that “we are very excited
that the Power of 4 which has been our flagship campaign over the past
year has been duly recognised. The team put in a lot of work and to be
recognised for the hard work is perhaps the greatest reward, especially
when as a business, the campaign connected us with both old and new
customers who have since remained a part of the Busy family”, she said.
Mrs. Narh explained that, Busy’s Power of 4 was the first of its kind;
as Busy offered 4 unlimited freebies (Whatsapp, Facebook, YouTube, iROKO
TV, Free night browsing, Free weekend browsing, and free online
browsing on myjoyonline and citifmonline) for four months.
Customers had the option to choose their own 4 unlimited freebies. For the very first time in the industry, data consumers were offered the freedom to choose their own preferred “freebies” from 4 different options labelled as News Basket, Social Basket, Entertainment Basket and Leisure Basket.
To make the product even more exciting and creative, consumers had the
opportunity to choose one “freebie” from each of the 4 baskets; pending
on which bundle they purchased.
This product was innovative because; for the very first time in the telecom industry, consumers were given the liberty to choose; based on their data usage lifestyle and purchasing power.
Secondly,
the “freebies” were free without any charge; this means, from the back
end, Busy absolutely zero-rated these platforms. This increased gross
adds for Busy and contributed to its revenue growth over the period.
No comments
Your comments and Encouragement are welcome