Azercell

Lucky SMS Sweeps Azercell’s Subscribers

Background

Azercell Telecom, Azerbaijan’s biggest telecommunications company, with a subscriber base of 4 million was seeking to demonstrate its leadership position in the market by offering its customers access to exciting mobile entertainment designed to stimulate greater interactivity with the operator’s brand.

Idea

Azercell selected InternetQ as its partner in crafting a mobile content sweepstakes promotion. Branded as the “Lucky SMS” campaign, Azercell customers were encouraged to take part in a free prize draw. By downloading mobile content and sending a blank SMS message to a designated short code, Azercell customers entered the running for a chance to win daily cash prizes of 1000 AZN, weekly the chance to win a brand new VW Golf and the final draw included a luxurious apartment in Baku. The campaign was designed and delivered by InternetQ’s Mobi-Dialogue platform. The promotion commenced in October 2010 and was communicated to the public through TV commercials presented by the famous actor Zaur Bakhsheliyev, advertorial spots, a designated promotional micro site, on subway monitors throughout Baku.

Result

The campaign was supposed to last for only 11 weeks, however due to its massive popularity it was extended for an additional 4 weeks. Azerzell’s subscribers turned out in droves drawing in over 356,100 unique participants and over 120 winners. Azercell not only benefited from the revenue boost generated by the SMS response, but it also firmly positioned itself as the leader in the sector and won over new customer bases from competitors.