International mobile top-up solution enables Warid users to TopUp their prepaid roaming phones and additionally allows their overseas family members to send prepaid airtime to their loved ones back home to them Marketing campaign, to create awareness in the UAE market , has been designed and executed from December 18, 09

1. Electronic Channels
Top-up & Bill Payments
International top-up
Bank Top-up & Bill Payments
ATM Bill Payments & Top-Up
Product Manager: Waqas Nasir | Product & Services | mCommerce & mAdvertisement

2. 2
Description & guidelines
International mobile top-up solution enables Warid users to
TopUp their prepaid roaming phones and additionally allows
their overseas family members to send prepaid airtime to
their loved ones back home to them
Marketing campaign, to create awareness in the UAE
market , has been designed and executed from December
18, 09. Following channels were used to promote the service
among the Pakistani expats
1. On Ground Sales Team
2. Posters & Leaflets
3. SMS Campaign
4. Web site update.
Total cost of marketing campaign = PKR 700,000
Campaign Tenure = 2 months
• The Marketing Cost was bartered against the free air time
given to the vendor for TopUp against 4% commission.
The collateral was printed and delivered by the vendor
• The Airtime adjusted against the marketing cost was on
face value which further decreases the actual cost born by
Warid.
Status
• Collateral Development & Execution: Completed
• Campaign Tenure:
- Activities duration : In process (Dec 18, 09 till Feb18, 10)
- Campaign Duration: 4 months (till April 2010)
Objectives
Customer
Satisfaction &
perception
• On-Ground activity has enabled Warid to
create brand awareness along with the
top-up service availability in UAE
• The ease of the top-up facility also
encouraged user to top-up the prepaid
account back in Pakistan
Revenue growth
During this campaign we have observed
• 15% Increase in number of Transactions
• 11% increase in revenue
• Total Revenue for the month of
December ‘09: PKR 3,179,420
• Total Revenue for the month of January
‘10: PKR 3,559,770
• Average Top-up per day: PKR 115,599
• Average top-up Transaction: PKR 681.43
Date 1st to
7th
8th to 14th 15th to
21st
22nd to
27th
Dec.2009
transactions
(avg. value)
604 /
(732 Rs)
577 / (720
Rs)
623 / (726
Rs)
468 /
(741 Rs)
Jan.2010
transactions
(avg. value)
780 /
(701 Rs)
723 / (675
Rs)
675 / (710
Rs)
682 /
(680 Rs)
% Increase in
Jan.2010
transactions
+29% +25% +8.3% +45%

3. Implementation & involvement
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
• Definition & approval
• Implementation
• Launch
Responsible Marketing IT/ Network
 
Other
P&S – Enablers &
Solutions

4. POSTER LEAFLET

9. International Top-up Campaign - Ezetop UAE Campaign
•Total Revenue for the month of December ‘09: PKR 3,179,420
•Total Revenue for the month of January ‘10: PKR 3,559,770
•Percentage increase in Revenue: 11% - w.r.t December 09