Chinese-South-Asian-Telecom-Internet-Usage

The Challenge

Reinforce Bell’s leadership amongst South Asian and Chinese consumers as a preferred network and continue to build brand likeability.

Insights & Strategy

* Chinese and South Asian consumers are traditionally heavy wireless users. Indians are the second largest wireless subscribers market, followed by the USA.

* These segments are 12% more likely than other consumers to buy newly released handsets in the first two months of initial launch.

* The brand needed a ‘wide network’ campaign to cover multiple touchpoints across high resonance media.

Execution

* To reach these ethnic segments at a mass level, we launched integrated campaigns using TV, Radio, Print, OOH, Digital, Social Media and Experiential as the primary channels.

* Experiential and In-Store support enhanced consumer engagements and conversions.

Impact

* Exceeded media impressions delivery vs. planned, across all media, including high engagements with in-language messaging and relevant creative in Punjabi, Hinglish, Mandarin and Cantonese.

* Double-digit growth in traffic at key pre-identified store locations, including a significant increase in new plan activations compared to the same period the previous year.

Creative Elements

BELL-CNY-Ethnic-Marketing
BELL-Multicultural-Marketing