Digital Solidarity
A1 Bulgaria (A1) is a leading telecommunications and digital services provider. We encourage the digital lifestyle, but nothing could prepare us for the COVID-19 pandemic and the lockdown in March 2020. They made our services even more incremental and visible, as without them the working, studying, and communicating from home simply would not have been possible.
A1 had to prepare, execute, and adapt on the go a plan to navigate through the COVID-19 crisis that addresses internal and external audiences during the period February – November 2020. The plan had to ensure business continuity, support the collection of payments, and move the clients from using physical stores to online channels for customer support and payments – A1.bg and My A1 mobile app. That is why A1 executed a Digital Solidarity campaign which included a series of digital bonuses to help the clients go through the insolation. A1 also organized a donation campaign during which the company donated 1 BGN for each online bill payment to the Ministry of Health. In addition, a dedicated mobile app A1 Guard was launched. It protected the elderly citizens from telephone fraud – as the mobile phone became their primary point of contact with the outside world.
The campaign generated more than 650 pieces of coverage, substantial positive reach (4.3 mil.) and interactions (51,000) on Facebook. Furthermore, it increased the number of online bill payments via My A1 by 138% compared to the period before the campaign.