What did Mogae do?
Precise profiling based on accurate analytics, helped extract a base of rural customers in the markets where the brand was active. A voice recorded message was sent to this base and users opted in by pressing a certain key. However, after a while, the opt-in rate began to decline. We stepped up the rate once more, by gratifying the opt-in base with Rs. 2 worth of talktime. Opt-in base sharply increased with a huge reduction in cost of acquisition.