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 Melas (festivals) in cities with high indexes of ethnic populations.

Target Audience:

• People of Indian Subcontinent Origin
• People who use phone cards and international call services.

Campaign Description:

Our promotion 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.

A 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 were handed out in a highly targeted environment, to core demographic at each Mela / ethnic festival.
• There was instant take-up of the client's services - and sustained, continual usage from new customers over following months.