Telecoms company Free reward 25,000 clients through gamified instore promotion
Success Stories
Free is a telecommunications company offering mobile and internet products and services.
They have more than 240 stores, and through its parent company, Iliad, it helps to serve more than 49 million active customers across Europe.
The challenges
🎯 Like any telecoms company, Free is always looking for ways to reward, retain, and grow their subscriber base, and create excitement around their brand.
Free was also keen to drive engagement within their stores, highlighting the services and assistance available, and also putting customers and potential customers in front of knowledgeable sales staff who can sell offers and motivate upgrades.
Breaking it down into components, Free were looking to:
- Drive people to their stores to them in front of salespeople
- Reward and retain their customer base
- Increase subscribers
📱 Games and gamification experiences “by Drimify”
They decided to use the Drimify platform to create a gamified experience that would only be available to play instore.
They customised an instant win experience and loaded it up with numerous prizes, ranging from smaller value prizes in big quantities, to signed football tops, matchday tickets, and exclusive experiences in scarcer quantities.
They also limited it to a single prize per person to ensure fair distribution – all through Drimify’s extensive prize management options to tailor the experience to precise requirements.
The customer process was: go to a Free store, talk to an advisor to either renew, upgrade, or take out a subscription, then get access to the game and win a prize. Access was through unique codes given out by staff, themselves unique to the store locations, so signed football tops would be won in geographically appropriate areas.
Due the the very nature of having terminals set up, and people playing and being seen to win, it creates a positive in-store vibe, and an environment conducive to conversion – in the same way that busier places attract more people, seeing people making purchases and winning can create FOMO with consumers and embolden sales teams.
Results and KPIs
Key figures 🚀
- 24,451 in-store engagements
- 82% engagement rate from 30,105 views from potential customers (defined by loads of the game’s start screen)
Objectives achieved 😎
- 240 stores nationwide animated in phygital gamification campaign, making use of digital and physical assets
- Customer base retained and expanded, and subscribers are recurring customers, so these aren’t one-and-done sales, but relationship starters
- Stores and in-person teams given access to new and existing customers to get them on the most appropriate plans and overcome blockers
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