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 and the Indian Subcontinent.

Campaign Description:

Link Communication targeted cities in the UK with the highest indexes of the desired target demographic. Selected regions were specific suburban, inner city areas and selected retail or market areas within each city, which have the highest densities of the appropriate target audiences.

Teams of 2 leafleting staff distributed cards and explained product benefits to the core demographic, across the 10 most appropriate locations within each city.

Results:

• 200,000 cards handed out over 3 days, across 10 cities.
• 88% penetration of core demographic.
• Activity created a massive amount of sales, with over 150% return on client investment.