Let’s Get Going

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Title

Let's Get Going

Advertiser:

Chatr

Year:

2016

Source:

Cassies 2017

Product Category:

Telecommunications

OOH Format:

Indoor, Outdoor

Country:

Canada

Objective:

To increase and stop the decline of brand share after a successful launch.

Target Group:

Immigrants and non-immigrant “life transitioners” – such as those embarking on a new chapter in life – new job or moving to a new city.

Strategy and Media Used:

Chatr found that new Canadians made up 50% of its users and this presented a unique target to focus. As they arrived in Canada, advertising placements in various airports targeted these new Canadians and Chatr kiosks offered newcomers a free long-distance call home. In addition potential customers were geo-targeted in their home countries on websites frequented by those interested in immigration. Life transitioners were targeted with digital banner ads on job sites and Kijjiji.

Results:

Gross activation for Chatr increased by 54% and subscribers grew 30%. Chatr more than doubled its share of the prepaid market to 12% and is now one of Roger’s fastest –growing businesses. Awareness for the brand increased 16%, while the brand’s attribute of “worry-free” solution increased by 19%.