ABOUT THE BRAND
BIC is a globally trusted name in personal grooming and everyday essentials. In African markets, where affordability and practicality drive purchase decisions, BIC’s shaver portfolio needed a high-relevance sales promotion to increase trial and everyday purchase frequency.
CAMPAIGN OVERVIEW
To drive trial and boost conversions at retail counters, BIC introduced an instantly gratifying offer:
Buy a BIC shaver → Receive instant talk time credit on your mobile.
Given Africa’s strong mobile penetration and reliance on prepaid talk time, this reward immediately appealed to everyday consumers.
CHALLENGES
BIC needed a promotion that worked in fast-moving, price-sensitive markets. Key challenges included:
- Driving impulse purchases in a competitive grooming segment
- Providing instant value that consumers would appreciate immediately
- Selecting a reward that aligned with the region’s everyday needs
- Ensuring quick digital delivery in markets with varying connectivity
- Encouraging first-time trial of BIC shavers among value-conscious shoppers
The reward had to be simple, useful, and instantly redeemable.
REWARDPORT SOLUTION
RewardPort delivered a telecom-integrated reward program powered by instant mobile talk time top-ups.
Why This Sales Promotion Worked
- Talk time is universally needed across African markets
- Instant delivery created immediate gratification
- Seamless integration with local telecom partners ensured reliability
- The incentive felt practical and culturally aligned
- Perfect fit for value-driven FMCG shoppers
This wasn’t just a reward — it solved a real daily utility need.
WAY OF EXECUTION
RewardPort ensured the campaign was easy for both retailers and consumers:
- Consumers purchased any participating BIC shaver
- They validated the purchase via mobile entry
- Instant talk time was credited directly to their mobile number
- Retail communication materials highlighted the offer prominently
- Partnered telecom networks ensured quick and fail-proof crediting
- RewardPort handled validation, top-up fulfillment, and customer support
The entire flow was designed for quick action → quick reward → quick conversion.
RESULTS
The promotion delivered strong performance across target regions:
- High redemption rates due to immediate utility
- Increased trial for BIC’s shaver range
- Strong sales penetration in key African markets
- Boosted brand visibility at retail counters
- Clear preference lift among value-conscious, male grooming consumers
The instant-talk-time mechanic became a major incentive driver for BIC.