TELCO: GIVING BACK TO CONSUMERS WITH VALUE-LED INCENTIVES
Boosting acquisition by turning cost into a rewarding experience
Our Sectors
Telecom
Client
Telco Brand
Solutions
Acquisition Programs
Location
UK
Overview
With roaming data no longer included by default in many mobile plans, traveling abroad can be expensive. This major UK telecoms brand faced the challenge of encouraging uptake of its Roam Abroad service by SME customers. Pivoting from the usual generic discounting route, they partnered with TLC to add meaningful value, offering customers £120 towards their travels. Not only did this take the fear out of unplanned costs, it turned a functional product into a benefit that helped to fund their trip.
The Challenge
Our client had to incentivize customers within its SME base to include Roam Abroad in their pricing plan as a paid add-on. With roaming no longer coming as standard and unplanned costs rising, the challenge was clear: position the £120 add-on as not just necessary, but genuinely valuable to business customers – without resorting to discounting.
Why TLC
Looking for an impactful alternative to discounting, they turned to TLC to find a reward-led solution that would align with the product’s core benefit: coverage while traveling. Our reputation for delivering high-impact, audience-first reward campaigns made us the ideal partner.
The TLC Approach
To enhance the value of the Roam Abroad product, we developed a powerful proposition – give customers back what they spend. Matching the cost of the add-on, we partnered with Expedia to offer qualifying customers £120 to spend on travel over their 24-month contract. By using first-party insights, we aligned the reward directly with the product’s use case, creating a seamless value exchange.
Thanks to the clear relevance of the reward, the offer attracted thousands of customers. By giving back the same value as the product, this made the Road Abroad product feel free, which not only incentivized uptake but also strengthened brand sentiment – transforming an additional cost into a rewarding experience that provided genuine value.
The Results
The campaign exceeded expectations with over 9,000 qualifying customers opting into the offer – sitting comfortably at 20% above forecast. Switching from discounts to value-led rewards not only increased acquisition but also improved brand perception and deepened customer connection.
9,000
SME CUSTOMERS
signed up to the Roam Abroad offer.
+20%
ABOVE FORECAST
uptake amongst customers.
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