Magazines Give T-Mobile That Friday Feeling
The Pay As You Go (PAYG) market is the new battleground for the operators, and as such competition is hotting up to get, grow and keep customers. PAYG has a broad demographic target that ranges from 16 to 64, but the core demographic is 16 to 24 year olds who probably had PAYG as a parental control mechanism but who themselves have very limited income, and as such can't get a contract.
The process of 'Topping up' is a very a functional thing and as such hard to rustle up enthusiasm for. For this audience it's very possible that the limited funds they have could be used to fund other passions, be they gaming, shopping or music. A reason was needed to get these users to make the effort to keep topped up, make spending their money with T-Mobile what they want to do.
It was through magazines that the strategy of 'Welcoming the Weekend' was brought to life by creating the Friday Club. Here consumers were delivered content, prizes, or top tips on things to do next weekend, which they could access all week long.
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