Let’s Get Goingx
Let's Get Going
To increase and stop the decline of brand share after a successful launch.
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.
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%.