Partner Orange – updates

August 29, 2009

Partner  Partner Orange Sale: Israeli Samsung distributor, Scailex Corp. has made a binding offer to buy a majority stake in local mobile network operator, Partner. The 51% stake is currently owned by Hutchison Telecommunications who have previously said they are looking to sell the company.

Though Ben-Dov’s agreement is to buy 51% of Partner, that doesn’t mean he has to keep all the shares. He’s selling a 5% stake to Bank Leumi (irrespective of money he’s borrowing from Leumi) for NIS 515 million, and may sell more shares to Bank Mizrahi-Tefahot in order to fund his purchase.

Partner Orange Ramadan BTL promotion: Every year mobile operators launch a promotion for the muslim sector in Israel to increase their loyalty and encourage usage. The promotions are usually kept bellow the line in order to appeal only to this specific sector.

This year- Orange (Partner) was giving away 2000 minutes for calls at night (between 21:30-05:30) for muslims during Ramadan fast which lasts a month. All customers had to do was to send a text message with the word Ramadan to the number 999 and get the reward.

But this things did’nt go as planned and the Ramadan offer only dedicated to muslim customers was exposed on Ynet- the biggest Israeli news portal. As a result, that many customers who are not muslims started to send texts to recieve the 2000 reward, in other words- abusing the promotion.

The final result was- leading to the promotion cancelation within two days after launch since Orange couldn’t handle the demand.

What do you think?

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Cellcom and Azrieli malls Combines forces for “something small and good”

May 20, 2009
cellcom

cellcom

Cellcom has first launched “Something Small and Good” on 2006.  “Something Small and Good” is a loyalty scheme including various offers and discounts for subscribers created  in order to raise loyalty of current subscribers and enhance customer experience.

The first part of the action which launched on 2006 was hugely successful: More than 500,000 subscribers used the offers and got a total discount of ILS 50 million.  The Operator has continued to run the campaign with its second  revival on April 2007 and has now launched another promotion under the activity, this time with an emphasis on family benefits.

The current promotion was running in Azrieli malls across Israel (10 malls), and allowed Cellcom customers who sign in the official website to buy 1 item and get 1 free in a selected assortment of stores.

Besides activity benefits in the various stores, the malls who participated in the promotion had experiences and attractions for children: colorful parade around the mall – hourly round, between the hours of 19:00-16:00,  photography position allowing customers to print photos taken on their phone  as a Souvenir, and jazz gigs around the mall.

In order to use the benefits,  customers needed to send an sms with the word “good” to the number 5150 and display received code to store personnel. The client can maintain the code received and re-use the benefit, once again.

Here are some pic’s from the event:

הפנינג קניות 1+1


ZmanIsMoney Results

December 9, 2008
cellcom

cellcom

I’ve put my hands on a brochure issued by Cellcom for advertisers. The brochure lists the advantages of the ZmanIsMoney platform. The key message Cellcom tries to convey is that the platform enables advertisers to pay only for “proved views” of their commercials. Two additional points state that TimeIsMoney uses Pull marketing – consumers choose to watch an ad clip by their own will and moreover, the platform provides the ability for a accurate segmentation and therefore precise targeting. Read the rest of this entry »


Impessions from Cellcom’s ZmanIsMoney

October 19, 2008
cellcom

cellcom

Today I finally found a free hour to test Cellcom’s paid-ads service zmanismoney which was launched last month. This was also delayed due to the fact that I don’t posses a Cellcom phone so I had to leech on sombody.

zmanismoney

OK. To the business now. I started with a short registration form, filling in the basic details and creating a user name. The next button brought me directly to the first advertisement screen which was looking like this. The screen tells you that you are able to earn 1 minute of air-time by watching the swatch commercial. After I watched the ad, another screen appeared asking to questions (in order to check whether I really was watching). Read the rest of this entry »