Campaign Objective and Strategy

Stop Yelling... Start Whispering.A Revolutionary Audio Ad Medium.

StratosHear

What does an already established brand, which everybody seems to have grown up with, need to retain top-of-the-

mind brand recall in the mass consumer market? The immediate answer is an anytime-anywhere medium which

captures undivided attention for the brand message. StratosHear AdRBT was the medium that enabled Action Shoes

to do just that!

Amit calls Isha

Amit Listens to Brand Jingle Ad on Ring Back Tone

Amit (calling party)

Isha (AdRBT subscriber)

Action Shoes’ objective was to create top-of-the-mind recall of the School Time brand for the back-to-school sale

season. The company, which, till now, had limited itself to traditional advertising wanted to strengthen its brand recall

by attracting the undivided attention of the consumer.

The medium used was StratosHear's innovative audio Ad Ring Back Tone (AdRBT) on mobile phones to ensure that the

brand message did not get lost in the clutter of multiple advertisements that swamp consumers today. The challenge

was not only to generate a high level of attention from the audience but also to initiate a word of mouth propagation

of the brand message.

A consumer making a mobile phone call to an AdRBT subscriber got to hear the popular School Time jingle till the

called person responded. The advertiser was encouraged to keep the jingle short – 10 to 12 seconds – so that the

brand message went across in the average time taken by the called party to respond to a call.

Marketing Innovation puts the Action back in School Time

StratosHear

Action Shoes feels the campaign succeeded in providing a high brand recall.

said Naresh Agarwal, Founding Member, Action Group.

said Abhishek Parashar, head of marketing, Action Group.

“We were urgently

looking for a medium which can reach out to remote parts of the country where conventional media

reach is limited. StratosHear's AdRBT was the solution we were looking for. An impulse-driven,

high-reach medium bundled with high retention makes StratosHear a platform of choice for

audio-based advertising,"

"The feedback from the retailers has been very good and brand recall stands at a very

good level,"

Client Feedback

StratosHear (www.stratoshear.com) is a fast-growing new age technology venture providing media solutions

for brands & mobile operators/publishers using state-of-the-art technology. A growing number of global, regional &

local brands are using StratosHear media solutions to spread their messages from metros to rural areas.

Action Group (www.actiongroup.co.in), which has over three decades of experience in the footwear industry, is

synonymous with quality shoes for the whole family-ranging from casuals to formals.

media &

Publisher-Client Summary

StratosHear offered flexibility to Action Shoes to target consumers by region. The School Time campaign was launched

in Karnataka, a key market for Action Shoes. The message was heard by callers from Karnataka who called AdRBT

subscribers anywhere in India. Given the success in Karnataka, the focus then shifted to Delhi and Mumbai, two metros

where the company wanted to drive penetration.

StratosHear's AdRBT was Action Shoes’ first foray into new-age media. The novelty factor of the new medium proved

to be effective as the company believes it connected to people who were not covered earlier. The strategy allowed

Action Shoes to focus on one territory at a time, thereby increasing the campaign's return on investment.

Precise Targeting and Deep Penetration

You can reach StratosHear by email ( adsales@stratoshear.com ) or send SMS (your name, company name ) to +91 9971486796

Contact Us

The Right Impact

StratosHear's AdRBT platform succeeded in providing:

HIGH BRAND RECALL: Callers heard the jingle when single-mindedly focused on the call.

EXTENSIVE REACH: The message reached a vast audience in high audio quality.

DELIVERY ASSURANCE: The monitoring system ensured accurate message delivery.

Campaign Start Date

Campaign End Date

Total Ad Impressions Delivered

Average Call Pickup Time

20-July-09

31-Aug-09

84,000

15.7 seconds