Celebrating 30 years with a customer-first loyalty strategy
As one of many activities highlighting its 30th anniversary celebration, T-Mobile Poland together with Digital Virgo, launched the third edition of the Birthday Lottery within the Magenta Moments loyalty programme. Running for 200 days, the campaign transforms a major brand milestone into a large-scale loyalty initiative celebrating T-Mobile’s customers.
Participants redeem Hearts collected via the My T-Mobile app as part of the programme in exchange for an entry code to the lottery, gaining access to daily, weekly, and special prizes. This anniversary edition introduces several new features, including an interactive Time Capsule, taking participants back through iconic devices and memorable moments from the past three decades. Bringing T-Mobile’s #Breaking Barriers (#BurzymyBariery) motto to life, the Birthday Lottery is now open to all Magenta Moments members, whether they use broadband, TV or voice services.
Beyond rewards, the objective remains the same: strengthen customer loyalty through engaging experiences while creating regular touchpoints with the brand. Instant rewards further enrich the experience. Every day, 1,000 Żabka e-vouchers are delivered almost immediately after the participant’s eligibility for the prize has been verified, while weekly prizes (Samsung Galaxy S26 Ultra smartphones) and special prizes (BMW X1 cars and trips across Europe) maintain excitement throughout the campaign.
“The ambition was to turn T-Mobile’s 30th anniversary into a celebration of its customers. By combining engaging mechanics, attractive rewards and meaningful experiences, the campaign reinforces customers’ connection with the brand while rewarding their loyalty.”
Marcin Łaciak, Sales and Marketing Director in Poland
A partnership built over more than two decades
The collaboration between Digital Virgo and T-Mobile Poland spans more than 25 years.
It began in 2000, when T-Mobile Poland was still operating under the ERA brand, with Premium SMS services. Since then, the partnership has evolved alongside mobile technologies, expanding from promotional campaigns and Direct Carrier Billing integrations to large-scale customer engagement solutions.
The partnership entered a new chapter in 2024 with the launch of the first Birthday Lottery within the Magenta Moments programme. Since then, each new edition has expanded the collaboration through new technology, communication and system enhancements.
“Our partnership with T-Mobile is a long-term collaboration built on trust, shared ambitions and a constant commitment to creating engaging customer experiences.”
Marcin Łaciak, Sales and Marketing Director in Poland
Behind this long-standing collaboration lies the commitment of multidisciplinary teams combining expertise in technology, marketing, CRM, operations, customer care, and formal and legal matters. Their proactive approach enables Digital Virgo to continuously introduce innovative solutions while supporting T-Mobile far beyond a traditional client-vendor relationship.
Lottery: a proven loyalty model in the Polish market
Lottery campaigns are a distinctive feature of the Polish market, where the regulatory framework enables brands to combine gamification, rewards and loyalty programmes into large-scale customer engagement initiatives.
For T-Mobile, the Birthday Lottery is much more than a promotional campaign. It combines engaging mechanics, valuable rewards and a seamless customer experience to effectively support long-term engagement.
Digital Virgo supports this strategy through a holistic approach combining expertise in strategy, marketing, CRM, technology integrations, participation management and customer care. This end-to-end expertise enables the teams to support T-Mobile from campaign design and execution to customer engagement and operational excellence.
Continuous innovation keeps customers engaged
Keeping participants engaged for 200 days requires more than attractive prizes. It relies on engaging mechanics supported by a comprehensive 360° communication strategy, developed jointly by T-Mobile, a marketing agency and Digital Virgo’s teams. CRM campaigns, SMS, MMS, push notifications, in-app messages, social media, PR, digital media, a dedicated lottery website and out-of-home advertising all work together to sustain long-term participation across every customer touchpoint. Daily instant rewards, weekly prize draws and bonus rounds keep participants returning throughout the campaign.
Innovation also happens behind the scenes. Deeper integrations between Digital Virgo’s and T-Mobile’s systems have significantly simplified the registration process through automatically pre-filled participant information, reducing the number of steps required to participate.
The Birthday Lottery’s growing popularity year after year reflects the effectiveness of this approach, with each edition building on data, operational experience and customer feedback to further enhance the campaign.
“Each new edition allows us to simplify the participant’s journey, improve processes and respond even better to customer expectations. Continuous optimisation is what makes every campaign stronger than the previous one.”
Marlena Marchewka, Project Manager
Delivering scalable engagement strategies for telecom operators
The success of the T-Mobile Birthday Lottery relies on expertise extending far beyond lottery mechanics. The long-standing collaboration with T-Mobile Poland demonstrates Digital Virgo’s ability to design, operate and refine scalable customer engagement strategies. Rather than delivering standalone campaigns, the teams continuously optimise mechanics, simplify customer journeys and introduce new innovations from one edition to the next.
The result is a scalable loyalty strategy combining technology, marketing and operational excellence to support operators’ long-term business objectives. As customer expectations continue to evolve, interactive experiences, gamification and personalised loyalty programmes will continue to play a growing role in helping telecom operators strengthen customer relationships and maximise audience engagement.
