Wing – MPTU

Service provider Wing popularizes mobile top-ups in a country where mobile scratch cards are commonplace.

Challenge

Wing wanted to get more users and members of the public to use mobile technology to top-up their phones, instead of relying on traditional mobile scratch cards.

Strategy

Scratch cards are slow and tedious e.g. looking for the right telco and top-up amount and scratching the card too hard. Mobile top-ups, on the other hand, allow customers to load up much faster and easier.

Execution

A dramatization of how slow other top-up methods came to life in a humorous TVC featuring an extremely slow grandmother in a walker, who confuses her bedridden nephew’s request for a top-up card with a coconut shredder.

Results

Our TVC saw the Wing’s average Pinless POS sales increase by 48%, total Pinless sales by 36% and end user sales by 19% after the campaign premiered in December 2014.

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