1. NEW ERA MEGA PROMOTION 2015 FOR
MOBILE OPERATOR

2. • FreshcellGroup specializes in a unique kind of mega-
promotion for mobile operators that can bring mobile
operators ARPU increase 20-25 Euro in three months.
Our mega-promotion for mobile operators can increase
your base ARPU by up to 4%.
• It is self-financed and generates profits with
unprecedented Return-On-Investment rations, normally
higher than 200%
How does it work?

3. ILLUSTRATIVE EXAMPLE

4. • Mobile Telecom is the leading mobile operator of
Europe, with 10 million subscribers.
• Mobile Telecom has asked FreshcellGroup solutions to
design a super-promo for the celebration of its 12
years anniversary.
• Objectives:
❑ Create a promo concept that will ignite the imagination of
consumers with big headline prizes
❑ Engage and excite a large part of their subscriber base
❑ Make the competitors seem small
❑ Generate large revenues and increase ARPU for the period
❑ Self-finance the promotion and turn a profit

5. CHALLENGE #1: RECRUITMENT

6. ❑ Meet Anna
❑ Anna is 42,
married with
2 children.
She’s a home
and gardening
buff and
dreams of
owning a
house with
large garden.

7. MOBILE TELECOM
SELEBRATES 12 YEARS.
YOU CAN WIN:
10.000 EUR – EVERY DAY
100.000 EUR – AUGUST 31ST
1.000.000 EUR – GRAND PRIZE

8. ❑ Now we have her
attention!

9. All you have to do for a chance to win is:
Send a blank
SMS to 2020
To enter the draws for
10.000 EUR – EVERY DAY
100.000 EUR – AUGUST 31ST
1.000.000 EUR – GRAND PRIZE

10. To : 2020
Options Reply Exit
❑ Easy participation
mechanic prompts instant
reaction.

11. ❑ Meet John
❑ John is 21.
He studies
biology and
works as an
assistant in
the lab. He is
obsessed with
motorbikes
and dreams of
buying a BMW
320i…

12. From: 2020
MOBILE TELECOM
SELEBRATES 12 YEARS!
SEND A BLANK MESSAGE
TO 2020 AND WIN
10.000 EUR – EVERY DAY
100.000 EUR – AUGUST 31ST
1.000.000 EUR – GRAND
PRIZE
Options Reply Exit
❑ Call to action may
also be sent by
SMS or MMS

14. To: 2020
❑ John sends
blank SMS to
2020

15. Challenge #1: Recruitment. Mission completed
FreshcellGroup can achieve recruitment rates up to 7% of the
target customer base. For Mobile Telecom, this would be 700 000
participations in the promotion

16. Subscribers 10.000.000
Recruitment rate 7%
Players 700,000
`
Prize cost €1,980,000
Advertising €1,000,000
Total cost €2,980,000
The premium SMS charge is €0,75
Our target is not only to break-even, but to make a massive profit.
We want to achieve an average of 12 SMS/player.
How are we going to do this?
To cover campaign costs we need to generate 3,97 million SMS traffic.
With 700 000 players, that would be an average of 5,67 SMS/player.
(* The industry average for mobile marketing is 2,5 SMS/player)

17. CHALLENGE #2: REPEAT PLAY RATE

18. ❑ The key to
driving ARPU is
repeat play

21. ❑ Our most powerful
tool for driving
interactivity are the
messages
themselves.
Responders should be
both entertaining and
motivating.

25. ❑ To create exciting and
gripping interactivity,
messages must be
personalized

26. Anna, your 50 points
bring you closer to the
10000 EUR today, but
they also count for the
1000000 EUR at the
finale. Start thinking
now, what would you
do with 1000000 EUR?
A house maybe?
Options Reply Exit

27. Anna, your 50 points
bring you closer to the
10000 EUR today, but
they also count for the
1000000 EUR at the
finale. Start thinking
now, what would you
do with 1000000 EUR?
A house maybe?
Options Reply Exit

28. Anna, your 50 points
bring you closer to the
10000 EUR today, but
they also count for the
1000000 EUR at the
finale. Start thinking
now, what would you
do with 1000000 EUR?
A house maybe?
Options Reply Exit
OK!

29. ❑ A
sophisticated
interactivity
system keeps
individual
players
profiles,
tracking
demographics,
behavior and
responses of
each player
across time

33. Anna, tomorrow is
Saturday. Are you going
shopping maybe? Send
an SMS today and
maybe tomorrow you’ll
have an extra 10000
EUR to help you keep
up with the latest
fashion.
Options Reply Exit
John, I’ve got a question
for you, mate. If you
answer right and fast,
you will get extra points
for today’s draw of
10000 EUR. Who won
the World Cup of
Football in 2010? Text 1
for Italy, 2 for Spain, 3
for Brazil.
Options Reply Exit

34. Challenge #2: Repeat Play Rate.
Mission accomplished.
FreshcellGroup has executed 25 ARPU-driving promotions for Bakcell,
MTS, BMW, Mercedes Benz, Lexus, Toyota. FreshcellGroup has achieved
record-breaking repeat play rates up to 15 sms/player.

35. FINAL RESULTS.

36. Subscribers 10.000.000
Recruitment rate 7%
Players 700,000
`
Prize cost €1,980,000
Advertising €1,000,000
Total cost €2,980,000
SMS/player 12
Total SMS traffic 8’400’000
Premium rate €0,75
Revenues €6,300,000
Profit € 3,320,000
Operator ARPU (3 months) €23
Promotion ARPU (3 months) €9
ARPU Increase (Players) 39%
ARPU Increase (Subscriber Base) 1,5%

37. 37

38. • Bakcell is the leading mobile operator of Azerbaijan,
with 2 million subscribers.
• Bakcell has asked FreshcellGroup solutions to design a
super-promo for the celebration of its 16 years
anniversary.
• Objectives:
❑ Create a promo concept that will ignite the imagination of
consumers with big headline prizes
❑ Engage and excite a large part of their subscriber base
❑ Make the competitors seem small
❑ Generate large revenues and increase ARPU for the period
❑ Self-finance the promotion and turn a profit

39. Self-Financing Ad Campaign. Bakcell June 2010

40. Subscribers 2.000.000
Recruitment rate 7%
Players 140,000
Results. Bakcell (Azerbaijan) June 2010
Prize cost 120.000 USD
Advertising 60.000 USD
Total cost 180.000 USD
SMS/player 12
Total SMS traffic 1’680’000
Premium rate 0,71 USD
Revenues 1’192’800 USD
Profit 1’012’800 USD
Operator ARPU (1,5 months) 22,5 USD
Promotion ARPU (1,5 months) 8,52 USD
ARPU Increase (Players) 38%
ARPU Increase (Subscriber Base) 2,65%

41. Resume

42. • The example shown here is a real illustration how
FreshcellGroup‘s technology may help Mobile Telecom
to drive ARPU and earn a lot within three months.
Response and interactivity rates are based on actual
past results with similar promotions. These numbers
should give you an idea of the revenue we can
generate for you, in proportion to your subscriber
base.
• Please contact us for more accurate estimate based
on your particular case.

43. Contacts

44. Proposal

45. Proposal
• Mega
Promo
– Ramadan
2015
• Duration
– 90
days
• Cooperation –
revenues
sharing
• We
provide
the
mega
prize
fund,
advertisement
• Operator
makes
bulk
SMS
and
USSD
ad
• Operator
gets
high
revenues
from
the
project