Results and Effectiveness

In 30 days ‘askme’ gained a market share of 10% & registered a user base of 50000 callers.

Creative Execution

Radio with 30% reach in Mumbai emerged as a strong medium for localization of communication. This 30% reach translated to 5Mn listeners, significant to achieve the market share gain objective. We created customized contextual communication for multiple categories advertised on radio. For example, a car brand advertising was immediately followed by the ‘askme’ helpline service ad- ‘For information on car dealers in your city call ‘askme’ on 3-555-55-55’ For this 30 radio spots were custom created in context to advertising preceding it. We associated with RedFM 93.5; the no.2 Radio station in Mumbai & popular among the Masses. The activity was planned on for 65 days during drive time when the listenership peaks by 35% We complemented 520 different ads with ‘askme’ ads. With additional advertising on other stations, we had 62100sec of Ad time & 7120secs of Sponsorship & Radio talk about ‘askme’ service amounting to 7600sec.

Insights, Strategy and the Idea

Be it a chauffeur car, Movies, Restaurant, Hospital, laptop repairs, movers & packers; Fast and Accurate information is what a person looks for. ‘askme’ 3-555-55-55 launched its Dial-In Helpline services in Mumbai. The brand Yellow pages, from the same company, is the leading player amongst phone directories in B2B segment. The objective was to make consumers Call 3-555-55-55 to avail dial in help line services and gain market share from ‘Just Dial’ the incumbent leader in Voice helpline services with presence over a decade in Mumbai with active user base of 0.1 Mn. We adopted a complementary ad tagging strategy similar to complimentary product advertising. For example, it is easier to sell an eraser to anyone who is buying a pencil or a helmet to someone buying a two-wheeler. Similarly, we created customized communication about ‘askme’ helpline services and sync it immediately along with the relevant categories advertised.