Brand: Denizbank (Upper Middle-size retail bank in Turkey)
Product: SMS and POS Technology
Company: Turkcell & Pharos Consulting
Goals: <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

• Differentiation need in consumer credit card market against widely used mileage and bonus points rewarding
• Lack of instant interaction and mobile rewarding system within current credit card consumer market
• Promoting current credit card users to activate dormant Denizbank credit cards in their wallets
• Encouraging active Denizbank credit card customers to spend more
• The technological establishment to redefine the opportunity of sound provisional data collection through a reliable, fast and manageable format

Solutions:

• “Bingo Game” as implemented into the main customer offer – under the name of “Sea of Chances” – this traditional game, technologically converted into an SMS triggered mobile game, connected to credit card usage
• POS (point-of-sale) and SMS technology have been successfully integrated around banking infrastructure of Denizbank    
• Bingo cards, also physically sent to customers, are activated through an SMS. Each Denizbank credit card transaction, when swiped, was automatically assigned with bingo numbers upon some performance criteria, where matching number results delivered by a short message instantly
• Customers, reaching 1.Five, 2.Five and Bingo, were rewarded by extra bonus points also informed through their mobiles

Results:

• 35% of current credit card customer-base has been taken into the campaign, which quickly turns into a 2-year program due to its tremendous success
• Program-participants rapidly migrate to higher customer segments for various card type users
• “Sea of Chances” customers’ performances and overall customer-base are both carefully tracked and credit card customer segmentation is boldly in use to create both retention and acquisition micro-programs
• Multi-dimensional analysis is conducted to enlarge customer intelligence for credit card business overall