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| | | Brand: | TATA SKY | | Objectives: | To generate lead for its product. | | Strategy: | To target male & high SEC skewed channels. | | Solution: | Tata Sky did four sets of promotional activities. Since their main aim was to generate response they did a call to action activity where they used the MyToday medium to inform interested customers to send an SMS to a given number if they wanted to buy the product. The contact numbers of the people who sent the messages were then forwarded to a call center, which contacted these people to find out if they wanted to buy the product. Alternatively for the rest of their campaigns they gave the call center as a direct link, which eliminated the possibility of a time lag and increased their response. | | Campaign: |  |
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