In 2015, Truecaller, a popular caller ID app, had over 80 million users in India, mainly in urban areas. Their #service, known for blocking spam calls, was less relevant in rural regions due to lesser #smartphone usage.
The #telecom sector, however, was on the brink of a revolution with the due arrival of Jio, promising a surge in rural smartphone users 📱🚀. #Truecaller surely needed a fresh strategy to seize this opportunity.
++++The Challenge: Redefining Value in Rural India 🌄++++
Spam calls were then primarily an urban concern. Truecaller had to rework on its #valueproposition for a rural audience which did not have this as a concern for which Truecaller would have been a solution.
++++Here comes ‘Take the Right Call!’ 📞✨++++
This innovative campaign, featuring actor Nawazuddin Siddiqui, marked a significant strategic shift.
Here's how it expertly leveraged the 6Ms of #marketing:
#Market: Truecaller targeted Tier 2 and Tier 3 cities in India, aiming to expand their reach beyond urban centers 🌆➡️🏘️.
#Mission: They #repositioned themselves as a "Call Identification Application," emphasizing the benefits of identifying unknown callers, not just blocking #spam 📲✅.
#Money: Truecaller invested strategically, reportedly allocating ₹6-8 crore to a multi-channel #campaign (TV, radio, digital) to maximize exposure in rural markets 💰📺📻💻.
#Message: The core message, "Don't miss important calls!" struck a chord with rural audiences. Using Nawauddin's relatable story, they showcased Truecaller as a tool for seizing #opportunities, not merely for spam prevention 📞➡️💼.
#Medium: A well-planned media mix was crucial. Television #commercials aired on Hindi movie, music, and news channels for broad appeal. Radio spots further extended the reach with targeted digital campaigns ensuring deeper engagement 📺📻🌐. The campaign even capitalized on the popular India-Sri Lanka #cricket series for wider #viewership 🏏📣.
#Measurement: Not much of data is available for how good the campaign did but Truecaller likely saw a surge in #appdownloads, user #engagement, and #brand #sentiment which were clear indicator of the campaign's success. Likely increased number of downloads and activity in Tier 2/3 regions indicated effective expansion 📈📊. The campaign too ensured Truecaller a golden victory in #EffieAwards as well as exchange4media awards.
By leveraging the 6Ms and adapting their value proposition, Truecaller's ‘Take the Right Call’ campaign became a #masterclass in rural market #expansion, paving the way for their sustained #growth in the country.
コメント