The idea was to create loyalty among prepaid users by registering their personal details in a database, tracking their calling behavior and offering them the right incentive to avoid churn. This activity would also allow Vodafone to build a lifelong relationship with a high potential target group.The campaign comprised of a Direct Response TV commercial, mass SMS and welcome Direct Mail pack. Vodafone also gains a competitive advantage in leveraging its database to third parties and in securing extra benefits for its customers by communicating third party offerings, therefore increasing the total value of its loyalty programme.

Programme surpassed registration objectives over 300%! Zero usage has dramatically decreased from 40% to 13% of customers. Actual registrations in the programme are now at 1 million customers (65% of total prepaid universe). The loyalty program resulted in convincing two thirds of the expected churn customers to stay with Vodafone. Over 85% of high spenders are now enrolled in the programme. Enrolled customers also show an average airtime increase of 14% and the total prepaid customer base has grown by 7%. Vodafone now holds the largest database in Greece of 16-30 year-old customers, allowing significantly enhanced communication.