What did Mogae do?
The required rural target audience was identified post multiple levels of profiling and analysis .
A pre-recorded voice message (OBD) was sent out to the identified base with call to action at the end of the message. On pressing a certain key, the listener was connected to an IVR and could hear more details about the 2-wheeler and the promotion.
To support this, the ads were printed on recharge cards, ie cards that carry a stored value (say Rs. 10) and is used mostly by rural consumers to top-up their prepaid balance. As per our data, rural subscribers often top-up 3 to 4 times in a month, so this lent the brand more visibility and built higher OTS for the campaign.