Multicultural Marketing

The Global Penny Phone Plan enjoyed an incredibly successful launch, tracking inbound calls to the Chinese queue via tactic-specific dedicated phone numbers, connects (by type and with revenue detail) to direct mail, e-mail, banner and pre-roll impressions and clicks, increases in Chinese customer penetration and bundle migration. Despite the challenges of the launch having occurred in mid-Nov—in the aftermath of Sandy and prior to the busy holiday season between Thanksgiving and Chinese New Year—in total Time Warner Cable attracted several thousand Global Phone plan customers in NYC over its 1st 8 weeks. Calls to the Chinese queue increased, digital tactics had solid response rates with cost per click less than $1, and mail connect rates for Chinese surpassed that of most other efforts. Moreover, almost all Global Phone customers came in as Triple Plays, with new customers signing on and existing customers staying at or migrating up to Triple Play level.

 

Working with Mediaset Italia’s Italy based marketing team, International Media Distribution designed the direct mail piece and Facebook ads.