Talk Talk: Multicultural marketing campaign
Principal author: Saad Saraf, Mediareach AdvertisingContributing author: Sanjay Shan, Mediareach Advertising
Introduction
In 2011, we were invited by TalkTalk to pitch for their Global Minutes Boost (GMB) campaign aimed at the UK's South Asian communities. GMB's multicultural marketing mix meant that it was the first time the brand had undertaken to launch a bespoke ethnic campaign strand that was separate from its mainstream activities.
This paper demonstrates how we arrived at a winning strategy and increased GMB's sales conversions to 20%within a 16 week...