Driving airtime purchase via USSD for Access Bank

Driving airtime purchase via USSD for Access Bank

Background

Access bank is a leading Nigerian multi-national bank. The bank provides its customers with a USSD code, *901# for easier transactions such as airtime top up and funds transfer.

The bank used traditional channels such as radio, billboards and TV to drive adoption of the USSD service but the campaigns struggled with performance, attribution and optimization.

Our Solution

Terragon connected its audience platform to the Access bank CRM to identify and enrich the customer profiles. Next, we leveraged our Adrenaline solution to target a segmented customer base via SMS.

Customers were targeted using data points including income level and demographics.

Result

The USSD campaign by Terragon delivered the following results:

  • Customer conversion rate of 5%
  • 150% revenue growth from channel number of transactions growth from zero to four per month
  • 73% repeat transactions recorded among first-time users