RBT

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RBT

confidential

Agency Brief

1.  Background/overview

FRiENDi mobile would like to launch the ring back tone service and provide its customers with the possibility to choose tunes and make their callers hear these tunes whenever they call.

Both Oman mobile and Nawras have already the ring back tone service. Recently Oman mobile has launched a new acquisition promotion to boost the service among its new customers: Hayyak starter kit includes one ring back tones free for one month

2.     Offer description

The service will attract non FRiENDi customers as well as FRiENDi ones. Easy to use, customers can choose their favourite tune among 5 categories through IVR or SMS for direct selection. They have the following options

§  Assign one tone for all of their callers.

§  Assign individual tones for specific callers. Customer can assign up to 5 tones for 5 of his favourite callers

§  Gift a tune to their friends and family

§  Copy a tone 

Tune validity is 30 days. And is automatically renewed

The price will be in the same range as the market rate

Promotion launch: First tone free for both new and existing customers

3.     Objectives

-       Attract new customers for whom RBT is an important  service to encourage them taking FRiENDi mobile and use it as a primary SIM

-       Retain current customers who would like to have the RBT service

4.     Target audience

All FRiENDi customers

5.     Period

December 2012

6.     Requirements, Media vehicles

-       Commercial name for the service

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

-       Budget: 30-40K