Digital Vending Machine

Bango

#Telecoms #SubscriptionTech #Messaging

    
      Winner
B2B Campaign of the Year

      Silver
Best Evaluation in B2B

      Finalist
B2B Demand Gen Campaign

      Finalist
Technology PR Campaign of the Year

1700+

Media articles

200+

Marketing Leads

9+

Deals

Turning a niche technology into a new market

Digital payments provider Bango wanted to capitalise on the rapidly growing subscription economy with a unique technology designed to solve a major headache for telcos — how to create unique subscription offers to drive customer acquisition and retention.

But Bango’s Resale technology was entering a market dominated by rising costs, consumer fatigue and intense competition — and telcos and subscription providers were struggling.

With little awareness or validation for Resale, Bango needed to turn a niche, technical product into a compelling proposition for telcos and subscription providers.

So we set out to do more than launch a new product. We created a new product category that Bango could own. We completely rebranded its Resale offering.

From technical product to market category

We needed to make Bango a leading voice of a recognised market trend, not a standalone technology that could be perceived as risky.

So we worked with Bango to establish a new category: Super Bundling.

The term captured Bango’s role in the subscription economy and gave telcos a new way to think about customer acquisition. Instead of offering piecemeal subscription deals, Super Bundling enabled them to create thousands of highly tailored bundles for customers.

If Super Bundling was a new category for telco acquisition strategies, we needed to place

Bango’s own solution at the forefront of this market.

The tech was inspiring, but the Resale name wasn’t; so we rebranded the tech as the ‘Digital Vending Machine.

Using impactful imagery, we could instantly communicate the plug-and-play nature of Bango’s technology, where telcos could select from hundreds of subscriptions to create highly targeted bundle deals for customers.

Armed with the Super Bundling messaging and Digital Vending Machine concept, we used global research with 8,000 consumers and 2,000 subscription providers — plus interviews with telco leaders — to deliver insights to fuel an integrated PR campaign.

Data reports, blogs, customer stories, and infographics — hosted on a Super Bundling landing page — created a destination for fresh insights into the subscription economy. The insights also fuelled a 12-month proactive PR programme, with stats-led news alerts, media interviews, opinion articles and social promotion.

From new category to coverage machine

Our Super Bundling and Digital Vending Machine concepts transformed a technical proposition into a compelling story for Bango’s target audiences.

We catapulted Bango into the media with 2,000+ coverage hits for Super Bundling, owning the new term by generating more mentions than major brands including Netflix and Amazon.

Crucially, this awareness translated into commercial impact, delivering more than 200k website visits, 200+ marketing leads, and a pipeline of new customer sign-ups.

Most importantly, the campaign gave Bango a category it could own. By turning Super Bundling into a recognised market — and the Digital Vending Machine into the technology enabling it — we transformed Bango from a niche tech brand into a leading voice in the subscription economy.