Scarlet DM FREE PHONE DAY by Openhere

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Industry Mobile Communications
Media Direct marketing
Market Belgium
Agency Openhere
Creative Director Stijn Gansemans
Creative Koen Van Deun, Johan Roelandt
Released September 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: SCARLET
Product/Service: MOBILE
Date of First Appearance: Sep 15 2010
Entrant Company: OPENHERE, Antwerp, BELGIUM
Entry URL:
Creative Director: Stijn Gansemans (Openhere)
Creative: Johan Roelandt (Openhere)
Creative: Koen Van Deun (Openhere)
Online Director: Mathias Delmote (Openhere)
Graphic Design: Dorien Wendelen (Openhere)
Online Development: Tom Wuyts (Openhere)
Online Production: Lode Bellens (Openhere)
Communications Manager: Joz Wölbling (Scarlet)
Media placement: Mobile Phone Campaign - PR, Microsite - 17 September 2010

Describe the brief/objective of the direct campaign.
Scarlet Mobile is a brand new mobile phone operator in a market already completely saturated with big brands. And even bigger media budgets. We had to target new customers and make them aware of the democratic pricing of Scarlet Mobile. Due to an extremely limited budget, the initial brief was an online mail.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of using an expensive media network to get our message across, we decided to use a medium we already had at our disposal. The mobile phone network itself. We set up a system that made it possible for every Belgian to make one free phone call, regardless of their current network or client status. All they had to do was call Scarlet and Scarlet connected them with the person they wanted to call.

Explain why the creative execution was relevant to the product or service.
By doing this people were confronted with Scarlet Mobile’s message of inexpensive pricings while they were actually on the phone, making a really inexpensive phone call. A message they passed on to the person they called. Mouth to mouth advertising, in a digital age.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Free Phone Day was a success. Most major newspapers and news websites wrote about the stunt. Some National Radio talk show hosts even used the number to make calls on air.

Despite a tiny budget more than 500.000 people got the message that Scarlet had launched a new mobile network. Over 10.000 people made the call, so over 20.000 people came in direct contact with the network and the offers, through their friends and not through the usual advertising suspects. All this in a completely saturated mobile phone environment with a budget fit for a cheap online mail.