WEALTHY PHONE NUMBER by Taproot Mumbai for DSP Blackrock

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Industry Banking & Financial Services, Investments
Media Promo & PR
Market India
Agency Taproot Mumbai
Executive Creative Director Agnello Dias
Art Director Santosh Padhi
Released January 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Product/Service: MUTUAL FUND
Date of First Appearance: Jan 5 2011
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Chief Creative Officer: Santosh Padhi (Taproot India)
Chief Creative Officer: Agnello Dias (Taproot India)
Executive Creative Director: Santosh Padhi (Taproot India)
Executive Creative Director: AGNELLO DIAS (Taproot India)
Art Director: Santosh Padhi (Taproot India)
Copy Writer: Santosh Padhi (Taproot India)
Copy Writer: Agnello Dias (Taproot India)
Account Servicing: Manan Mehta (Taproot India)
: Pankaj Juvekar
Media placement: Sms - Text Message - Just Dial Sort Service Providers Like: Dial-Up, Just Dial, Call Us Etc - 5th Jan 2011

Describe the objective of the promotion.
Our client DSP BlackRock Mutual Fund wanted to bring about a fresh perspective in their communication and reach out through newer touch points with an idea that would emphasise their core offering in an engaging manner.
The objective was to make the TG our loyal investor clientele, as well as prospective investors, who are upwardly mobile and open to newer ideas.

Describe how the promotion developed from concept to implementation.
The execution lay in the simplest of devices: the comma that is usually used to break up a bigger numerical figure. The insight being that as soon as one sees a number broken into parts with the digits in the number separated by commas, it is seen as a monetary amount and a figure so large is subconsciously associated with a large amount of financial wealth.
It took us some time to convince the service providers to carry the telephone numbers with commas between digits in the telephone number provided making the number resemble a large financial sum at first glance.

Explain why the method of promotion was most relevant to the product or service.
This promotion was done in collaboration with service providers like Just Dial – (the Yellow Pages of the mobile industry).

India corners a growing chunk of the global mobile footprint, and the innovation device (our mobile SMS) and message called for an interactive platform where the message could be accessible, forwarded and leveraged.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The activity garnered a huge collective response from our prospective customers in terms of call-ins, the free-phone number was very busy, and the hits on the website showed a jump of almost 50% compared to the previous month.

This low-cost media innovation/collaborative effort yielded almost immediate results on the overall DSP BlackRock Mutual Fund basket by 3.6% which is a huge number considering the market and the competition in this sector