Stop Yelling... Start Whispering.
A Revolutionary Audio Ad Medium.
Marketing Innovation puts the Action back in School Time
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!
Campaign Objective and Strategy
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.
Amit calls Isha
(AdRBT subscriber) (calling party)
Amit Listens to Brand Jingle Ad
on Ring Back Tone
Precise Targeting and Deep Penetration
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.
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 20-July-09
Campaign End Date 31-Aug-09
Total Ad Impressions Delivered 84,000
Average Call Pickup Time 15.7 seconds
Action Shoes feels the campaign succeeded in providing a high brand recall. “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," said Naresh Agarwal, Founding Member, Action Group.
"The feedback from the retailers has been very good and brand recall stands at a very
good level," said Abhishek Parashar, head of marketing, Action Group.
StratosHear (www.stratoshear.com) is a fast-growing new age media & 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.
You can reach StratosHear by email ( firstname.lastname@example.org ) or send SMS (your name, company name ) to +91 9971486796