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Kazakhstan - VCLUB

Kcell - V-Club, Kazakhstan

V-Club is the only youth club in Kazakhstan. It is a world of ""members-only privileges"". The first stadium concert in Kazakhstan's history, with an audience of 20,000, was organized by V-Club. Members who topped-up units got a chance to win tickets and to meet and greet Fergie (the group). Ticketing was done through mobile redemption. The ""Prepare your thumb"" SMS campaign, which was only available online, reached more than twice the targeted goal. Club specific, lifestyle and co-branding campaigns at 90 different points were run in one year. These included the ""Buy 1 Get 2nd Ticket Free"" movie campaign, ""Dive in for Half Price"" swimming pool offers, the ""Meloman Loads@25%discount"" back-to-school campaign, and ""Pay Half, Skate Double"" ice-skating rink campaigns. Exclusive Club branding at all locations created strong brand awareness and alternative channels.

Country: Kazakhstan

Population: 17M

Operator: Kcell

Sub base: 6M

Club Name: VClub

Target segment: youth

Club Size: 2,5M

Penetration: 42%

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