Play & Gold


Proximus is Belgium leading full telecom provider, offering a wide range of phone, mobile, internet and TV services.

How could Proximus engage further their prepaid telecom customers through a renew loyalty program aimed at improving customer experience, facilitate conversion through gamification incentives and enhance cross and up selling opportunties including an exclusive, premium mobile experience?


DigitasLBi has create the new loyaty and CRM platform Play&Gold providing customers with advanced gamification features and intensive personalization elements  (sms, emailing, gifts, behavioral segmentation). By reloading their pre-paid SIM card, Proximus customers are entitled to access the platform, participate in a treasury hunt and a skill game to earn virtual coins and access a wide range of gifts available on the webshop.


With touchpoints available on mobile, desktop, social media and an automated launch activation through SMS and personalized emailing, Play&Gold welcomes 400.000 unique players monthly, allowing Proximus to access a wide range of real-time insights provided by our developed smart data dashboard, converting the platform in one of the largest and most efficient loyalty programs in Belgium. Business results show an impressive effect on cross and up sales results, and the loyalty scheme has allowed the churn rate to be reduced by 10%.

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