TELCO: GIVING BACK TO CONSUMERS WITH VALUE-LED INCENTIVES

The Challenge

The brand had to find a way to incentivise customers within its SME base to add Roam Abroad as a paid extra to their pricing plan. 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 travelling. 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 incentivised uptake but also strengthened brand sentiment – transforming an additional cost into a rewarding experience that provided genuine value.