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.