Missed Call Campaigns Garner Attention for India’s netCORE
Digital communications company netCORE Solutions, based out of Mumbai, has been making waves in the mobile arena through its various recent campaigns, the latest of which have earned it two awards from the Internet & Mobile Association of India (IAMAI).
Both campaigns used a Missed Call theme to target consumers. The first campaign, for Hindustan Unilever’s Active Wheel, was aimed at consumers living in rural areas – towns or villages with a population of less than 10,000. Rather than focusing on a more technologically sophisticated mobile element, requiring a widely adopted use of fancy smartphones in the target market, netCORE instead advertised a toll-free number for consumers to call – using any cell phone in their possession. After giving a missed call to the phone number, the consumer would receive a call back with funny, engaging content that would be different and unique each time, prompting repeated calls.
Research results following the campaign showed enormous success, revealing an 84 per cent rate of influence amongst the target market, many of whom continued to associate the product with the campaign for months afterward.
The second campaign used the same approach, targeting a much larger market for the India Against Corruption Campaign: 25m missed calls were received over 180 days and the campaign went viral over SMS.
“We undertook disproportionate efforts to understand the brands’ needs and make these campaigns successful,” said Girish Nair, CEO of netCORE. “We went deep into understanding the brand’s evolution devised a logical consumer flow to get the best results. It gives us immense joy to see our efforts being appreciated and recognized by the industry, and more importantly, by our clients.”