Vodafone disrupts the broadband market
Vodafone may be a global telecoms giant, but closer to home in the UK they are a challenger in the broadband market. They face tough competition from the ‘Big Four’ Internet Service Providers (ISP) who collaboratively own 95% of the market.
With consumers becoming increasingly savvy, price alone is not going to win the battle, so what could Vodafone do to make themselves more appealing to consumers against other ISP’s?
There is usually little differentiation between the added extras that ISP’s offer to consumers. Rewards usually centre on cashback or package add-ons such as mobile data boosts or access to added channels. This cluttered environment is highly confusing for consumers who face message overload.
Drive customer acquisition Cut-through the cluttered market with an unmissable stand out offer Disprove received wisdom that cashback is king
The ‘Awesome Tech Gift’ campaign, ran form the 9th August - 11th September 2017 and gave every customer who took out a home broadband package the chance to redeem a free piece of tech worth up to £199. Customers could also choose a cash alternative in the form of a £75 pre-loaded MasterCard.
The free gadgets up for grabs included a Fitbit Charge 2 worth £139.99, a TomTom Camera worth £169, a Sonos PLAY:1 wireless speaker worth £199 or Sennheiser headphones worth £169.99.
The campaign cut through and was labelled “Broadband Deal of the Week” by The Metro, cable.co.uk and Uswitch. The Sonos PLAY:1 was the most popular reward and 86% of customers chose a technology gift. Just 14% chose the prepaid MasterCard, proving that a valuable, emotional and relevant reward is more sort after than rational cash.