Malaysian Media Awards Winners Showcase

2011 | |

How TuneTalk Allies with 7-11 to seize Market Share

Advertiser: Tune Talk Sdn Bhd
Brand: TuneTalk
Creative Agency: GroupM
Credits: Norshiha Tahir/ Sebastian Chan (Executive)

Mobile Prepaid market is dominated by the “Big 3”, spending 8-figure advertising Ringgit annually protecting their market share. Compounded with cutthroat daily price war, it’s impossible for any new brand to survive! TuneTalk a Challenger brand needed to invade this competitive category and steal market share to remain in business.

Product availability awareness and convenience are key ingredients to close sales. 60 million prepaid top-ups are sold through 7Eleven monthly; the main distribution outlet that captures 900,000 eyeballs daily. TuneTalk must get into 7Eleven with a differentiated approach to survive. For the first time, we gave 7Eleven an irresistible proposition. Tailored A&P plan communicating product availability drove traffic to 7Eleven, whilst exclusive contests enticed product trial and in- store POS advertising delivered additional revenue for 7Eleven.

The customer engagement journey started with radio driving the target audience to 7Eleven stores. Once at the stores, potential customers are greeted with TuneTalk unique product proposition right from the entrance door, windows, aisle, floor and cashier counter with messages tailored to influence product purchase on the spot. Partnering with AirAsia, we ran contests where customers who purchased TuneTalk at 7Eleven will stand a chance to win free flights.

After invading 1,212 7Eleven stores, TuneTalk seized 20% market share from competitors and this translates to a huge 12million monthly top- ups during the campaign period. The 7Eleven campaign initiative became a permanent activity in TuneTalk marketing calendar.