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Increasing Vectone Mobile's presence amongst ethnic consumers

Provided by Primesight
UM created stand out appeal in a crowded telecommunications market through the use of Primesight audience targeting.

What was the Challenge / Background of the Campaign?

Vectone Mobile is a Europe-wide mobile network company and one of the leading suppliers of pre-paid SIM cards, specializing in low-cost international calls. UM's challenge was to establish a brand that would be instantly recognizable, as well as increase sales of their international calls sim card; looking to achieve standout which could compete with their major established competitors whilst providing outstanding results for their relatively limited budget. Vectone's existing marketing strategy involved the use of Direct Mail and Press to raise brand awareness and sales.

What was the Campaign Objective?

Create a strong brand image and increase sales through Primesight's audience targeting expertise.

What was the Solution?

As the key aim was to create standout in a busy environment, UM focused the campaign specifically upon those ethnic areas crucial to Vectone; identified as Eastern European, Indian, Asian & African UK residents looking to phone friends and relatives abroad. Using 'Experian', Primesight identified those areas in the UK that could be defined as 'ethnic hotspots', these were then mapped and a targeted Billboard campaign created specific to the specified demographics, supported by a national broadcast convenience POS campaign to help influence last minute purchasing decisions.

What were the Results?

The billboard campaign was a revolutionary in it's approach, due it's clear emphasis upon Primesight's strategy of targeting audiences, not locations. In 2010 the campaign was shortlisted for a Mediaweek award for the sales pitch of the year category (£250k - £1m). In response to the brief, the partnership between UM and Primesight provided a multi format, multi targeted, collaborative campaign consisting of ethnic, geographic and retailer targeting. Vectone were very pleased with the results and saw an increase in sales both during and after the campaign.

What were the Key Learnings of this Campaign?

"We were very impressed with primesight's marketing insight into our customer base and the effort they made to ensure that the campaign looked great on the street. Our retailers commented to us that they were especially impressed with the billboard campaign, and the 6 sheets gave us a point of difference at the point of purchase" - Baskaran Allirajah, CEO of Vectone Mobile.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsEthnic consumers resident within the UK
All adultsBoth
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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