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Vodafone is one of the world’s leading mobile network operators and is the first UK network provider to support RCS messaging across Android mobile devices.
While the mobile operator was experienced in using SMS and MMS for marketing and CRM communications, they were keen to meet customer expectations for seamless two-way digital experiences. With RCS, Vodafone saw a way to deliver experiences that are both familiar and innovative, ultimately helping to distinguish the brand’s communications.
To create its first major RCS messaging campaigns, the network teamed up with us and their creative agency, TMW.
Create more innovate messaging experience.
Trial RCS channel on a promotional campaign
25% of customers responded to the campaign.
Conversational messaging experiences have become an essential part of differentiating the customer experience (CX) a brand delivers to its customers. As tech giants scramble to create their own branded messaging apps to win the attention of 4.3 billion smartphone users, and with so many messaging apps on offer, what’s needed is a more ubiquitous messaging channel for delivering two-way conversational messaging experiences. That's where RCS comes in, and Vodafone was one of first UK network providers to leverage this channel
While the mobile operator was experienced in using SMS and MMS for marketing and CRM communications, they saw the potential of RCS as a way to deliver a more innovative messaging experience.
Treating customers on the bank holiday
For the company’s first RCS campaign, Vodafone wanted to take advantage of the Spring bank holiday. By timing the campaign around the holiday, it meant that the message could provide a relevant and thoughtful interaction at the exact point when customers were winding down for the weekend – and more likely to check their phones.
Father’s Day
Taking advantage of a seasonal event, Father’s Day, users were sent a message asking if they still needed to sort out a Father’s Day gift and if so, the VeryMe Rewards program was there to help.
Are you 5G-ready?
Aim of this campaign was to promote Vodafone’s new 5G-ready unlimited network plans.
RCS tracks engagement and boosts customer interaction and response.
Vodafone’s Spring Bank Holiday RCS campaign saw 80% message reads and 25x more responses than SMS or MMS.
With 5G and rewards campaigns, Vodafone proved RCS drives more action through carousels, buttons, and rich media.