Submitted by: Gavin Berkerey 15/11/2015
Research shows that by the age of 15, nearly all children (97%) own a mobile phone and the vast majority (70%) are bought by their parents. Therefore, influencing the buying decisions of these parents is key to gaining market share. Ready Deal was launched as an effective way of targeting existing Orange customers and convincing them that Orange was the brand of choice when it came to getting a new phone for their kids. Orange wanted to sell the benefits of pre-packed phone deals to parents of young children who may now have phones of their own.
Orange targeted customers with young children during the back-to-school period, offering a pre-packaged phone deal. The strategy was to identify and target parents of 8 to 16-year-olds, within the customer base and convince them to get an Orange PAYG plan for their kids. In order to do this, they had to directly address a problem they face – controlling their child’s mobile phone spending – and present Ready Deal as the solution. Using powerful data profiling techniques (including CACI tools) to identify parents within the audience.
They targeted them with very specialised Direct Marketing during the back-to-school period, when parents are being pestered by their children for new mobile phones and top-ups, and pressure from peers to call and text is often at a peak. The creative was a scratched vinyl record entitled ‘Can you top-up my phone Mum/Dad’. The timing of the campaign aimed to show an understanding of parent pressures and data profiling helped to unpick the characteristics of parents of 8 to 16-year-olds.