Oi

Oi Promotes Mobile Content Sales and Brand Awareness

Background

Brazil’s Oi is a fixed line and mobile telecommunications operator with 36 million mobile subscribers. Known for its smart offers, Oi wanted to underscore its reputation by promoting mobile VAS offers to customers while also driving ARPU rates, increasing revenues and promoting its brand image.

Idea

Under the theme of “One Car per Day”, a cascade of PR events and creative television spots promoting Oi’s ringtone services aired over 80 days.  Oi subscribers were offered previews of the latest ringtones and urged to download them through an InternetQ shortcode, with the bonus of being automatically entered into a daily raffle to win a brand new Volkswagen Fox.

Result

The massive media outreach generated just the right buzz around the Oi brand, elevating its status and brand leadership while encouraging high interactivity rates. Data usage and revenues increased substantially as subscribers were introduced to a new and entertaining service while eagerly awaiting the daily prize results.