Primus, (NASDAQ PRTL) delivers high-quality voice, ISP, data, and e-business solutions. Primus has 2.1 million customers that include residential, small & medium size businesses, and multinational businesses throughout the world. In response to declining margins in the long distance telecommunications market Primus launched a new VoIP offering called Lingo.

Situation in Focus:

Primus hired Global in 2006 to position its Lingo service as the prime home phone service among South Asian Americans. The task was to differentiate Lingo as a new, but reliable and quality-driven solution for all the telecommunications needs.

We decided to choose a non-traditional approach by targeting two audiences through a combination of viral and traditional marketing means. Our audiences were: ABCDs (so called «American Born Confused Desis») and FOB (so called «Fresh Off the Boat») South Asian Americans. The approach combined the usage of viral marketing, social networks, group newsletters, as well as ethnic print, TV, and Internet for the campaign titled «What’s Your Lingo?»

Objective:

To generate awareness and traffic on a micro-site of Lingo that featured various viral videos and product offering.

Services Performed:

  • Market research and analysis
  • Market strategy and segmentation
  • Hired a capella group «Penn Masala» to create a series of community-relevant viral videos
  • Media planning and buying
  • PR
  • Production of TV and viral spots
  • Creative
  • In-language copywriting
  • ROI-analysis and optimization

Results:

  • Within three months, the number of visits to the micro-site increased from 0 to 240,000
  • Viral videos on the social networking sites gained immense popularity; «Penn Masala» video itself generated more than 50,000 views across different social networking sites
  • The online campaign delivered a CTR of 1.85% which is much higher than regular display advertising
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