Telecel Ghana has introduced monthly cash rewards for winners in its Dream Car Promo, with the first batch of beneficiaries receiving their prizes at the Telecel Headquarters in Airport. The new program now distributes GHS 100,000 in cash prizes each month to top participants.
This initiative expands the existing SMS-based trivia promotion, which has been rewarding customers since 2018. The move is designed to provide more immediate and substantial benefits to participants, encouraging sustained engagement. Winners such as Phebe Yayra Tibu have already received GHS 5,000, confirming the legitimacy of the promo.
Ghana's telecommunications sector is highly competitive, pushing operators to innovate in customer retention strategies. Loyalty programs, particularly those with tangible financial incentives, are crucial for market share in this landscape. The Dream Car Promo, now in its 15th cycle from March to August 2026, aims to strengthen customer relationships through consistent rewards. Such promotions often reflect broader trends in consumer spending and digital engagement within the GHS 4.2 billion telecom industry.
Catherine Manteaw, Telecel's Digital and VAS Manager, stated the monthly cash rewards reflect the company's commitment to customer appreciation. She explained that distributing the GHS 100,000 prize pool into monthly awards ensures continuous excitement for their loyal customers. This strategy aims to keep subscribers engaged throughout the six-month cycle, not just at its conclusion.
Telecel's decision to introduce monthly cash winners signals a broader trend among Ghanaian businesses to deepen customer loyalty through direct financial incentives. This could influence competitors to enhance their own reward schemes, potentially leading to increased benefits for consumers. The promotion's transparency, supervised by the National Lottery Authority (NLA), will be crucial in building and maintaining customer trust. Future cycles of the promo will be watched to see if this increased payout frequency translates into higher customer participation and retention rates for Telecel. Market analysts will monitor the impact on Telecel's subscriber base and its competitive position against other telecom service providers in Ghana.
The Dream Car Promo operates through an SMS trivia system. Customers subscribe by sending CAR to 2018 or dialling *2018#. They receive four trivia questions daily. Correct answers earn 100 points, while incorrect answers yield 25 points. Weekly top scorers can win up to GHS 2,000, monthly top scorers up to GHS 10,000, and the overall six-month top scorer receives a new 4x4 vehicle. Bright Ofori, Marketing Officer at the NLA, confirmed the promotion’s compliance with all ethical standards and procedures.