Case Studies - Cheers Telecom
Client: Cheers Telecom
Campaign: Ethnic targeting
Brief:
To promote usage of an international phone card service to indigenous ethnic populations within the UK.
Target Audience:
People of ethnic origin, primarily from Africa & the Indian Sub Continent.
Campaign Description:
Link Communication targeted cities in the UK with the highest indexes of desired target demographic. Select specific suburban, inner city areas and selected retail or market areas within each city which have the highest densities of appropriate target audiences.
Teams of two leafleting staff distributed cards and explained product benefits to core demographic, across the 10 most appropriate locations within each city
Results:
- 200,000 cards handed out over three days, across 10 cities.
- 88% penetration of core demographic.
- Activity created a massive amount of sales, with over 150% return on client investment.
Case Studies - Just Dial
Client: Just Dial, Telco Global
Campaign: Indian Melas - Ethnic Festivals Campaign
Brief:
To promote international low cost calls services, to people attending the Indian Mela (festivals) in cities with high indexes of ethnic populations.
Target Audience:
- People of Indian Sub Continent Origin
- People who use phone cards & international call services.
Campaign Description:
Our promotional staff targeted ethnic consumers as they entered and left the various festivals targeted. Our staff positioned themselves at all the major exits and entrances to each festival.
Team of ten high calibre staff explained the benefits of using the service and highlighted the call rates which were most relevant to each recipient.
Results:
- 5,000 leaflets handed out in a highly targeted environment, to core demographic at each Mela / ethnic festival.
- Instant take up of client's services - and sustained, continual usage from new customers over following months.
Case Studies - World Radio Network
Client: World Radio Network
Campaign: CRI Flyer Distribution Campaign
Brief:
To raise awareness and increase the number of listeners for Chinese radio programmes on CRI and visitors to a website by running promotions activity in Chinatowns in London and Manchester.
Target Audience:
People of Chinese origin
Campaign Description:
Teams of promotional staff targeted people within the Chinatown’s of London and Manchester through the hand to hand distribution of print material.
Staff were fully briefed to highlight the radio station's frequency and to encourage people to enter the website competition.
In additional promotional staff also targeted restaurants, take-aways, shops and all business within each Chinatown. Small piles of flyers were displayed in prominent positions within each venue – and passed to all staff working within each business.
Results:
- Over 20,000 leaflets were distributed over the course of two days of activity.
- The core message was clearly delivered to the relevant target audience.
- World Radio Network reported a significant rise in listening figures and were delighted with the campaign.