VeryMe Rewards' PayDay Campaign

VeryMe Rewards from Vodafone provides millions of customers with weekly rewards, designed around the things they love the most. Prize draws generate consistently high levels of engagement amongst VeryMe Rewards users, and are a regular occurrence within the rewards programme.

We wanted to build on the successes of previous prize draws, and reward Vodafone customers by giving them the chance to win an engaging and worthwhile prize. So we developed VeryMe Rewards’ Payday campaign. The promotion was themed to tie in with Leap Year, and the extra working day this brings, that is often unpaid. All VeryMe Rewards users were invited to play for their chance to win ‘a day’s pay’ as an extra cashflow boost. We calculated the average day’s pay using figures from the Office of National Statistics, and set this amount as available to win for 1000’s of VeryMe Rewards users. The promotion drove record breaking visits to the VeryMe Rewards app, and generated a high level of first time users.

This promotion is a prime example of how offering an appealing reward, linked to a meaningful customer moment can create a considerable level of engagement amongst existing programme members alongside attracting significant levels of new members.