technology mobiles in marketing

Project Columbus and Project telecalling HUL
Rural Marketing - missed call business

ACTIVE WHEEL’S MOBILE CAMPAIGN A HUGE SUCCESS IN U.P. AND BIHAR

What started as a test pilot for building a low cost mobile activation model for media-dark geographies has turned out to be one of  the biggest mobile activations ever done for HUL.

PILOT PHASE

In December 2011, our detergent brand Active Wheel advertised the number 1800-3000-1599 on All India Radio in U.P. & Bihar asking listeners to give a missed call. After giving a missed call consumers  got an auto generated call from a series of numbers and got to hear snippets of humourous conversations between a husband and wife. This pilot got positive feedback from consumers and was a huge success!

A total of eight Instant Voice Responses lines were used in the pilot phase of the campaign; so every time the customer gave a missed call - he heard a new IVR till he called the 9th time. The result was extremely positive. The brand got a total of 3.2 Lakh Missed Calls from 28,000 unique numbers in just four week

Veerchand Bothra, the chief stratteregy officer of Netcore Solutions, that executed a popular missed-call project for HUL, says that it can also be used as a mobile verification tool and can be a substitute for physical presence or signature.

He should know, for Netcore implemented the 'Missed Call Solution for Anna Hazare's Campaign'. In a first for the country, the India Against Corruption campaign used the 'missed call' route to garner the support of 250 lakh people within 180 days.

For, the Great Indian Missed Call — the weapon of choice for perpetually broke pre-paid users like students and migrant labourers — is turning out to be a Rs500-crore business opportunity for banks, FMCG majors, even political parties.