The Campaign

mineo executed an innovative idea to dramatically boost user attachment to our brand. It was to make data packets communal assets.To realize this, we implemented a service called Free Tank on our community site.

Creative Execution

On December 17, 2015, mineo launched the community site 'Mine-O', which remains in operation to this day.

In the first two months after launching the service, community members tripled.?Free Tank turnover has climbed to 33 terabytes worth of data packets.The number of comments regarding Free Tank exceeds 40,000.?Market research shows that we have established our position as the industry’s ”fun” and “interesting” brand and clearly differentiated ourselves in the MVNO market, which otherwise is characterized solely by price and speed.

Free Tank is a stockpile of data packets that any mineo user can access. It’s an unprecedented service whereby users deposit surplus data packets in the Tank. The packets then become communal assets belonging to all users, who can then access them freely. For example, a user who expects to have unused data packets at the end of a month can put those extra packets into Free Tank. Conversely, a user who expects to come up short can withdraw data packets from the Tank. While this is going on, other users are able to post comments.Free Tank is intentionally structured to be self-serviced. mineo has only provided the basic framework and left operation up to the users, with the aim of strengthening their commitment to the brand. In addition, the service entails hardly any incremental costs because it only involves data packets already attributed to users.