Here's a very good example from the Egypt telecom industry of a smart creative solution from their agency based on a solid if everyday insight : small grocery stores substituting Vodfaone recharge cards for the low-value items they hand out to their customers in lieu of small change.
While this is directly for existing Vodafone customers , what I like about the idea is that it can also aid acquisition by placing the brand in front of non-customers. In context , assuming , say , an average of 5 such transactions per day per store and around a 40% share for Vodafone in Egypt , that'd work out to around 4-5 million 'impressions' worth of brand name exposure per month among non-users. Not bad for a secondary benefit ! Add to that the brand equity potential - the likelihood of favorable value association amongst a low end demographic - and it's really cool , isn't it !
Well done, JWT Cairo !
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