VONAGE – FILIPINO PRODUCT CAMPAIGN
Although Filipinos living in the US maintain close ties with family back home, they are increasingly using free internet based calling services instead of paid VoIP services like Vonage. To convert these callers, Vonage launched an exclusive calling plan in partnership with Globe Philippines (leading telecom company in the Philippines) targeting Filipinos living in the U.S.
• New Customer Acquisition
• Customer Retention
• Increase overall Brand Awareness
TARGET AUDIENCE & INSIGHT
• Value-conscious & Tech/Social-savvy Filipino families & single professionals living in the US
• Filipinos tend to be closely connected with family back home & in-country happenings
STRATEGY & SOLUTION
Tapping into this relevant Filipino mindset, a targeted TV & Digital campaign was launched to crystalize the overall benefit of the product offering i.e. convenience, connectivity, calling rate etc.
New customer acquisition was up by 3 times than before the campaign period proving the effectiveness of the creative.