Campaign Type
Promoting an unknown brand to the UK’s Asian Expat Community
Campaign Title
Enabling the Indian expat community to embrace mobile VoIP
Brief
Vyke is a mobile VoIP (Voice over internet protocol) service provider with over two million customers. A situation analysis to identify potential market segments for VoIP was carried out by Say and Vyke. This identified that expats based in the UK were a key potential market. Of the four million expats in the UK, Indians form the largest group, followed by Pakistanis. Say’s brief was then to communicate Vyke’s value proposition - cost-effective long distance mobile calling and texting to the Asian community.
Solution
Harnessing the power of research-based evidence, Say developed an integrated online PR programme using mixed online mediums, each resonating with e-savvy expats. As a technology company unknown to consumers, Say’s strategy was to bridge the knowledge gap by bringing emotive appeal to the Asian expat. Say deployed a brand ambassador: Indian cricketing legend Sourav Ganguly as a spokesperson to highlight the benefits of VoIP for expats. The programme included a series of media interviews, a Social Media News Release (SMNR), and a Vyke-branded blog for expats. Say also engaged with expat groups on social networking sites via viral marketing, podcasts and vodcasts and online competitions.
Result
The campaign enabled Vyke to conduct a mass market campaign that focussed on mobile VoIP, enabling them to push the boundaries of the competitive telecommunications sector. Throughout the campaign, the Vyke blog received excellent traction; radio interviews reached 22,306,000 listeners across 13 stations with an ad spend equivalent of £134,400. The SMNR was viewed by 287,847 people while the vodcasts received more than 400 views and the webchats were covered across ten online sites including the Daily Metro.
Client verdict
“In the last month the Vyke blog has generated 350 sign-ups. Say has done an excellent job with this ambitious consumer campaign – a first for Vyke.” - Vyke Communications