Ding
Client name
Ding
Ding is the world's leading international mobile top-up platform. With Ding, you can buy mobile top-ups for your own phone or send a prepaid mobile recharge, as well as gift cards around the world.
Case study
Ding - Integrated Awareness Campaign
Objective
The primary objective of this campaign was to raise awareness of the mobile recharge category among first-generation South Asian audiences in the UK, specifically targeting Pakistani, Afghan, and Bengali communities with strong ties to relatives in their home countries. The campaign aimed to build meaningful cultural connections with this audience and drive customer acquisition through an integrated, multi-channel approach, including TV, paid social media, community events, influencer partnerships, and radio.
Mechanics
The campaign used a humorous, relatable storyline highlighting the frustration of dropped calls due to a lack of data when contacting family back home, delivered in a fun and culturally relevant way.
It reached audiences across:
South Asian TV
Sky AdSmart, radio
Paid social
Programmatic advertising
Events
Influencers
Real-life use cases demonstrated the speed and ease of mobile recharge, while a 50% first-time discount and unique promo codes helped drive acquisition and track performance of the campaign.
Outcome
The campaign successfully raised awareness of mobile recharge as a new, more convenient way to support loved ones back home, educating audiences about an alternative to the traditional method of sending money for top-ups. By demonstrating a faster, simpler, and instant solution that removed the need to visit a shop, it resonated strongly with the target audience. This led to increased trial, with users downloading the app, signing up, and redeeming promotional codes, ultimately driving customer acquisition.
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