ETV News wanted to promote its three new shows in the market of Gujarat and Karnataka. These were regional shows, and we wanted to touch the local TG showcasing the News anchors and news about their place as an essential point. They wanted to create a buzz in the market about the News channel and show among the TG.
We planned the Miscall integration and location-based mass text message to target the right audience at the right time.
We engaged text messages in the regional language, resulting in an increased number of TG at the activation.
Text messages were sent 2 hours before the van’s arrival with hooking creative messages inviting them to the location to participate in the game and chance of winning a mobile phone. The planning was done keeping the pin code system of the town.
To target the audience, we did SMS in Regional Languages
શું પ્રગટશે આપના દિમાગણી બત્તી/ આવેલી ઈટીવી નેવઝ ગુજરાતી વેન અથવા 8690811246 પર મિસ કૉલ કરો અન મેળવો તક મોબાઈલ ફૉન જીતવાની
ಕ್ಯಾ ಜಾಳೆಗಿ ಆಪ್ಕೆ ಡೀಮಾಗ್ ಕಿ ಬತ್ತಿ? ಆಯೆ ಏತ್ವ್ ನ್ಯೂಸ್ ವಾನ್ ಪರ್, ಸಾಥ್ ಹಿ 8690811246 ಪರ್ ಮಿಸ್ ಕಾಲ್ ಕರೆ ಆರ್ ಪಎ ಮೋಕಾ ಮೊಬೈಲ್ ಜಿಟ್ನೆ ಕಾ
The telecom operator covered a substantial percentage. In addition, a missed call number was also publicized for letting them call and having a chance of winning a mobile phone through which we had an equal number of calls generated by people similarly through footfalls at campaign locations.
With the effort of mobile marketing, we doubled the traffic out of the campaign. The integration resulted in better turnout at the activity area and also received a higher number of missed calls during the campaign time and even after the campaign time.
To target the right TG, we sent 420000 messages during the campaign and received a total of 11000 missed calls from both states, almost double the number of individuals who came to canter.