FRiENDi Brief

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confidential

Agency Brief

1.  Background/overview

FRiENDi mobile launched the online recharge service in June 2011.The service provides FRiENDi customers with the convenience of recharging their accounts whenever and wherever they wish with complete confidence and security.

So far, there was no marketing campaign to support the service. However and with the FRiENDi new web site and web self-care launching soon we think it’s a good opportunity to promote the service and increase its awareness and encourage its usage especially that people in Oman are not familiar with on line payment and most of them don’t trust this channel.

Both Oman mobile and Nawras have also the online recharge. However FRiENDi has two exclusive functionalities: The auto and scheduled recharge features.

2.     Offer description

The online recharge service allows customers to recharge their accounts as many times as they want and wherever they are. All what they need to do is to register themselves as well as their credit/debit card details through few simple online steps. Then they will be able to use the service. FRiENDi online recharge provides customers with three features:

-       Instant recharge: The customer will be asked to choose a predefined recharge amount from the drop down menu.

-       Scheduled recharge: The customer will be asked to choose the amount of the recharge, and the day required to do the recharge to occur on ( ie. RO 5 on 2^nd of every Month). The recharge will be processed automatically at the specified date.

-       Auto recharge: The customer will be asked to choose from the predefined recharge amount from the drop down menu. Once his credit goes below RO 2, he will be automatically recharged with the predefined recharge amount he has chosen. For example: a customer wants to recharge his prepaid account with RO10 every time his balance falls below RO2. The recharge will be processed automatically when the condition is met

3.     Objectives

-       Increase the service awareness and benefits to attract new users among FRiENDi customers

-       Attract post-paid customers from other providers who might consider switching to FRiENDi mobile once they know that with the  auto recharge they will never run out of credit

4.     Target audience

All FRiENDi customers who have credit/debit card and potential customers who are using their debit credit card for online payment

5.     Period

December 2012

6.     Requirements, Media vehicles

-       Creative concept for the communication campaign in both English and Arabic with a full plan execution: Media support mainly Print, Radio, online and PR

-       Budget: 30-40K