TalkTalk was keen to reach the UK’s South Asian market and devised a Global Minutes Boost offer that enabled users to make low cost international calls straight from landline phones. The boost offer was only valid when taken with an ‘essentials’ TalkTalk package of Home phone and Broadband.
Using our proprietary in-house multicultural database, we were able to segment across the country all the specific channels that had significant penetration with the South Asian community both offline and online including postcode targeting.
Once identified, we created a potent mix of creatives and made fast inroads within just three months of launch into a saturated market. Mediareach proposed owning segments and content relating to ‘international News/Entertainment/Weather’ programs through tactical sponsorships, and produced ethnic specific TV & Press ads with strong emotional element to those ethnic groups. The campaign was run in four languages: English, Gujarati, Punjabi and Urdu to develop a personal connection to the audience.
80% of TalkTalk’s existing South Asian customer base to upgrade to the ‘Boost’ package, giving the client its much-needed Quick wins.
The ethnic campaign improved TalkTalk’s GMB sales conversions to 20% outperforming the mainstream average of 17% for a similar Direct Response campaign despite having 75% less budget.