We developed a telemarketing test action to incentivate Activa cards re-charges and the number of useful contacts was very low. We decided to develop a Direct Marketing action giving the consumers the decision power. We gave consumers two option: to lose their mobile number or to re-charge the card to keep it. We gave them as incentive five euros free on calls per re-charge. Claim: "You can cry of sadness when losing your mobile number...or of happiness for the five euros gift"

Number of records: 175.000.Reply rations: 1.1% which equals to 1.765 clients recharged their mobile per-payment cards.