Challenge

Make every poster a pipeline—attribution from scan to store to first-time install, across 33 markets.

• Drive app installs at scale for 8 Digicel apps across 33 markets with diverse devices, languages and data constraints.
• Attribute performance down to media channel, creative placement, store, market, team and individual agent.
• Run 24/7 across UTC−6 to UTC+13 with central oversight and local market control.

Objectives

Make every scan count— acquire, attribute and always-on at street speed.

1. Acquisition: Rapid growth of the installed base for 8 apps.
2. Attribution: End-to-end tracking to first-time install validation.
3. Always-on engine: Convert campaigns into continuous installs.
4. Performance culture: Leaderboards, points & rewards for FOTS teams.
5. CX & Access: Zero-rated, mobile-first journeys.

KPIs: scans/clicks, landings, CTR to store, FTD validations, CPI vs benchmarks, agent & market leagues.

Target Audiences

1) Subscribers / Prospects

• Digicel and off-net users with data-capable phones.
• Multilingual (English, Spanish, French, Dutch, Haitian Creole).

2) Feet on the Street (FOTS)

• Agents & promoters using their own devices.
• Simple tooling for customer-specific QR codes and rewards tracking.

3) Leadership & Managers

• Group & market leaders needing real-time dashboards, QA and performance mgmt.

Core Mechanics

• The above journey can be communicated using a QR Code with a unique embedded link, which will redirect the user to the designated landing page based on the context and specific QR Code.
• On scanning and redirection of the QR Code link, we will embed a unique code for each user, which can then be transformed into a UTM tag provided in the URL query string and pushed through to the landing page, and subsequent click on the app banner to the App Store.
• We will be able to track traffic end-to-end — from the initial ad placement, to QR Code redirection, to landing page click, to App Store click — and ultimately rely on UTM analysis from the App Store to determine downloads and conversion rates.

Results snapshot

From posters to proof—turning QR and SMS into validated installs at media-busting CPI.

In the first 21 days post go-live: 5,000+ agents onboarded, 16 markets live, 50k+ subscribers onboarded, and 210k+ validated app downloads, with a projected 500k–1.5m downloads/month on full rollout—at a fraction of paid media costs.

Execution

Pilot. Prove. Propagate. A 100-agent test lit the fuse—group-wide in days.

• Print/POS: QR creative with “Open camera to scan”; market-level codes for attribution.
• ADR Agent App: Launch 20 Oct (year per table); KYC + customer-specific QR/SMS in seconds.
• Rollout: 100-agent pilot → 5,000+ agents and 16 markets live within 3 weeks.
• Messaging: SMS short codes/links; email; in-store prompts; 1-to-1 FOTS activation.
• Validation & Rewards: API/SDK + network/CRM checks; instant rewards; leaderboards.
• Operations: 24×7 monitoring; central governance; multilingual support.

Results & impact

Feet on the Street → Installs on the phone—hard-attributed, market by market.

First 21 days

• Subscribers onboarded: 50,000+
• Validated downloads: 210,000+ (8 apps)
• Agents onboarded: 5,000+
• Markets live: 16 / 33
• Installs attributable agent → subscriber; spikes tied to local activations; run-rate correlates to active agents/day.

Market effect

Raised expectations from “tens of thousands/month” to hundreds of thousands → millions/month on full rollout. A repeatable, always-on O2O growth engine that sweats owned channels.

ROI

Media math that works—CPI crushed without paid spend.

• Paid media CPI benchmark: $1–$5.
• First 3 weeks ≈ $600k media value equivalent at a fraction of the cost.
• Full rollout: projected 500k–1.5m downloads/month ≈ $1.5m–$4.5m media value.
• Foundation for peer-to-peer referrals and cross-sell.

Strategic insights

Gamify the humans holding the phones—motivate agents, not just customers.

• SMS works (with permission, context, timing).
• QR is powerful when explained and embedded in creative.
• Data is currency—airtime/data rewards convert instantly.
• Think always-on beyond bursts; personalise every step.

Solution & innovation

Zero-friction in the wild—one QR, one link, eight apps, validated in real-time.

• Dynamic, attributable QR for print/POS + per-agent, per-customer generation (MSISDN + agent ID in QR/URL).
• OS/market-aware landings → correct store/app.
• Eight-app router from a single link.
• Real-time validation of first-time downloads (APIs/SDKs + network/CRM checks).
• Zero-rated journeys for Digicel subs (where supported).
• Rewards engine: instant data credits + agent leaderboards.
• Management console: group/market views, QA and benchmarking.

Solution Scope

Learnings

Teach the scan, win the install— zero-rated, one-tap journeys + agent gamification scale fastest.

• Educate on QR basics in creative & in-store.
• Keep flows data-light, zero-rated, one-tap to store.
• Gamifying agents drives exponential acquisition.
• Close the loop with server + network + CRM validation.