In the campaign, more than 100 lakh pre-paid mobile users are targeted and will be provided a chance to win free recharge worth Rs 10 by simply calling on a toll-free number and saying STOP NOT in a unique way. PVMI has partnered across all telecom circles. The campaign has been received very well and has already attracted 4 lakh calls. The campaign is on till the month of April 2012.
The campaign emphasizes on Stop Not’s core messaging ‘Whatever Happens… Stop Not’ and is strategically designed to tap youth between the age group of 15 to 24 keeping in mind that 96% of pre-paid mobile users are young and are always running out of talktime.
Commenting on this initiative, Jayant Ambast, Director-Supply Chain, Perfetti Van Melle India, said, “Technology combined with innovation is the new mantra for marketers today. We are exploring the digital platform more and more – on the web as well as mobile – to connect with our target audience. In this campaign, the brand values and the brand message are captured skillfully i.e. Whatever happens, Stop Not. The campaign aptly weaves together two elements – Stop Not’s irresistible image and the youth’s lifeline i.e. free mobile talktime.”
A pre-paid mobile is tagged at the moment of truth when he/she is running out of balance, and is below Rs. 10. We tagged this user with a follow up message – ““. Stop Not Talking with your loved ones. Call Toll free 18001023006 to win free recharges every hour. Whatever Happens Stop Not. T&C Apply” Upon receiving this message, the mobile user only needs to dial a toll-free number mentioned in the message (18001023006) and simply say Stop Not in his/her unique way. After reviewing the style in which Stop Not is pronounced, 102 winners are selected every hour with a maximum of 1836 winners in a day and are instantly rewarded with free recharge worth Rs. 10.
The campaign is conceptualized by media agency Maxus India and integrates brand’s core communication with the mobile platform by stressing on ‘Whatever Happens…. Stop Not Talking’.
Sharing the excitement Unny Radhakrishnan, National Director – Digital, Maxus India said “The power of mobile marketing especially for a mass brand is when advertising is simple. Any message recall is best achieved at a time when the relevance of that message for a consumer is high. This is exactly what this campaign delivered for Stop Not.”
Talking to one of the participants Rohan Mehra, aged 21, a DU student was ecstatic with the contest. “My balance was low and I had to meet my girlfriend in the evening.. Thanks to the contest and the recharge, I managed to meet her…Nahi toh break up ho jaata”.