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ETV News Mobile Marketing Campaign

Client: ETV News
Product Category: News Shows
Target Markets: Gujarat and Karnataka
Villages Covered: Gujarat (48)& Karnataka (72)
Activity Days: 20 days
Media Deployment: Location-Based Mass Message Blast, Missed Call System Integration.

Brief

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.

Concept

We planned the Miscall integration and location-based mass text message to target the right audience at the right time.

Activity

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 

For Gujarat:

  શું પ્રગટશે આપના દિમાગણી બત્તી/ આવેલી ઈટીવી નેવઝ ગુજરાતી વેન અથવા 8690811246 પર મિસ કૉલ કરો અન મેળવો તક મોબાઈલ ફૉન જીતવાની  

For Karnataka:

   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. 

 

Results

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.

1
Total Messages Sent
1
total missed calls received

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