Nar, an operator in Azerbaijan, partnered with the media agency New Media and Eskimi to launch a year-end lottery campaign. Nar aimed to cut through the digital noise and clearly communicate the rules for winning high-value prizes, such as smartphones and cars.

About Nar

Nar is a leading affordable mobile operator, providing high-quality communication services to 2.2 million subscribers in Azerbaijan. For the past four years, Nar has been recognized as the top operator in the country according to the Customer Loyalty Index. With a customer-centric strategy at its heart, Nar focuses on providing simple, comfortable, and accessible services for everyone.

Solving advertising challenges together

One of Nar's key challenges was finding the right balance between engaging creatives and measurable performance outcomes.

"It can be difficult to find partners who are capable of delivering both engaging, innovative creative solutions and measurable, high-impact results. Eskimi has proven to be a valuable partner in achieving both," said Archil Alizadeh, Digital Marketing Manager at Nar.

Operating since 2009, New Media is Azerbaijan's first specialized media sales house. With over 15 years of experience, the agency helps over 200 clients visualize advertising effectiveness through real-time reporting and innovative media solutions. 

Turning a lottery into an interactive experience

Nar's lucky lottery was designed to create excitement while encouraging regular balance top-ups and package activations.

The campaign maintained strong momentum by offering frequent and attractive rewards. Participants had the chance to win Xiaomi Redmi Note 14 Pro smartphones daily and Haval H6 Ultra SUVs weekly. The excitement culminated in a grand final draw for the luxury Li L9 Ultra automobile, creating a powerful end-of-campaign peak.

Participation was simple and accessible. Subscribers could join the lottery by topping up their balance or activating special "lucky" packages that provided both talk time and additional chances to win. 

To communicate the mechanics clearly and drive interest, the campaign used gamified rich media banners built with Eskimi's creative solutions.

"The Nar lottery campaign was designed to increase awareness and visibility of the promotion while effectively communicating its mechanics to the target audience. Gamified banner formats allowed us to clearly communicate the mechanics of our lottery campaign in an engaging and interactive way," shared Archil Alizadeh.

These interactive formats transformed a promotional message into an intuitive and memorable user experience.

Reaching the right audience with telco targeting

By leveraging precise operator targeting, Nar focused on two strategic audience groups to ensure efficient budget allocation and high relevance.

• Driving loyalty and engagement among Nar users: Engaging the existing base to drive loyalty and encourage balance top-ups through the Nar+ app.
• Turning competitor subscribers into new users: Reaching users of rival operators to showcase Nar's value and the scale of the lottery.
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This segmentation enabled Nar to attract new users while strengthening engagement with its existing base, as demonstrated by campaign results.

• Targeting own users helped to reach over 482,000 unique users, reinforcing brand loyalty during the crucial end-of-year period.
• Targeting users of competitors, and local Internet service providers helped reach over 367,000 unique users, successfully generating interest in the lottery across the market.
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Results that exceeded expectations

By integrating Lumen Attention Tags, Nar moved beyond basic clicks to understand true human engagement. The campaign's Attention Per Mille (APM) reached 1,578, representing an 87% uplift over the benchmark. The average view time reached 3.34 seconds, a 36% uplift, while the view rate climbed to 47.3%, outperforming benchmarks by 38%.

The campaign generated over 4 million impressions and delivered strong engagement across both target audiences. The total engagement rate reached an impressive 9.34%, highlighting the effectiveness of the gamified formats among those who saw the ad.

 "The results exceeded our expectations, both in terms of engagement and attention metrics," shared Archil Alizadeh.

Beyond performance metrics, the campaign's success was driven by continuous optimization and close collaboration among Nar, New Media, and Eskimi.