The UK’s most popular phone and broadband provider TalkTalk had tasked us with a campaign for the highly competitive international calling market. 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. Our main aim was to increase their market share without alienating their existing customers.
What we did
We proposed owning segments and content relating to ‘International News/Entertainment/Weather’ programs through tactical sponsorships. We produced ethnic specific TV & Press ads with a strong emotional element to those ethnic groups. We built the campaign bringing in the connection with a nostalgic thought from “back home” which helped the campaign stand out from the competitors. The campaign was run in four languages: English, Gujarati, Punjabi and Urdu, which also helped greatly to play with the messages that the audience could connect to. We ran an experiential campaign during Diwali week (Festival of lights) week during which thousand of samples of warm ‘chai masala’ (Asian tea) were given to passers by in the cold weather with ‘mithai’ (Asian Sweats) as it’s a typical treat during Diwali which is the most popular South Asian Festival. The activities aimed to warm up the bodies and souls of people as well as wish them Happy Diwali. Mediareach ran the campaigned tactically in high footwall areas of the target audience.
What we acheived
Through a potent mix of creative, new media innovations, ambient and outreach campaigns we made fast inroads within just three months of launch into a saturated market. The campaign encouraged 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%, thus outperforming the mainstream average of 17% for a similar Direct Response campaign.. This was a significant achievement as the ethnic campaign had 75% less budget than its mainstream counterpart.