Categorie:

Integrated marketing communications

Title of campaign:

"1180 - First Russian-language phone inquiries service in Latvia"

short common description of the campaign::

"Latvijas Tālrunis Ltd" operates in the market of information services since 1991

offering various inquiry services - phone books, online inquiries etc. In 1997

company launched the first phone inquiries service "ZL Hotline - 117", which in

2006 was changed to "1180".

During last few years phone and online inquiries market has become highly

competitive, so "Latvijas Tālrunis" decided to focus on a more defined market

niche - Russian speaking inhabitants of Latvia. Despite the Latvian as the only

state language policy, most of them prefer to use Russian, so providing

information to them in Russian made a good business sense.

In order to promote re-launch of 1180 brand as Russian language service company

decided on implementing an integrated marketing communications campaign.

research work done during the campaign:

Before planning and implementing the campaign, extensive research was ordered.

Daily life and leisure habits of the target audience were researched by research

agency TNS in 2007.

Research results also provided in-depth insights into attitudes of the particular

audience towards various communication channels and inquiry services.

Based on extensive research results the integrated marketing communications

campaign was created. It was decided that PR agency will start campaign by

publicizing all main messages about the 1180 re-launch which then will be

followed by advertising campaign in media and outdoors.

strategy:

Active re-launch PR campaign period: November 2007 - December 2007

Enforcement of the message with PR and advertising activities: December 2007 to

February 2008

Goal: To launch the first Russian language inquiry service in Latvia while pointing

out its uniquiness in the inquiry service market, and to promote its new product

and services package.

Strategy: To inform target audiences about the launch of the new service and its

unique product package via national media and direct communications.

Target audiences:

Economically active Russian-speaking people between ages 25 and 60.

Russian, Belarusian and Ukrainian embassies in Latvia.

Local event and concert organizers, mostly of performers from Russia, Belarus and

Ukraine.

Communication channels:

National media, with specific emphasis on Russian language printed and electronic

media.

Direct communication in meetings with embassy staff and event organizers.

Follow-up ad campaign (advertising in press, radio, Internet, TV and outdoors).

Message:

1180, the first Russian-language phone inquiries service in Latvia is launched.

Implementation tactics:

Exploring services and information that is important for Russian-speaking during

direct meetings with representatives of Russian, Belarus and Ukraine embassies.

Thus 1180 will be first to receive new information on issues relevant for the callers

- visa requirements, working hours etc.

Media campaign was planned and implemented as the first step of integrated

campaign. Press releases about the re-launch of 1180 were targeted to Russian

language media. PR agency also concentrated its pitching efforts more on Russian

language media than Latvian media, since the goal was to reach a specific

audience.

Main messages emphasized language aspect, as well as unique services, for

example - a wake-up call with the poetry by famous poet Alexander Pushkin, CIS

state international calling codes, visa and event information.

Event and concert organizer and promoter database was created in order to

establish good relationship with them, so that 1180 would get the latest

information on recent events, especially the ones of interest of the Russian

speaking audience.

All communication with media and other target groups was done by PR agency

employee who is a Russian, this way no language or culture barriers existed during

communication.

Advertising campaign was started only after the beginning of PR campaign.

Results of the campaign and evaluation::

Media monitoring was carried out to in order to see the campaign results and also

to do content analysis of coverage achieved. In total at least 26 pieces of coverage

were achieved in largest of the target media (media in Russian), as well as others -

TV (LTV7, Pervij Baltijskij Kanal, TV5), radio (Latvijas Radio 4, SWH+, Pik

FM), printed ("Vesti Segodnja", "Bizness & Baltija", "Lietišķā Diena" and others)

and online (rus.delfi.lv, rus.tvnet.lv, novonews.lv, gorod.lv and others). All the

publications emphasized that 1180 is the first Russian language phone inquiries

service.

According to the data of 1180, immediately after PR campaign the number of its

clients in December 2007 increased by 61% compared to November 2007. The

number of clients continued to increase also in first quarter of year 2008.

Successful cooperation with the Embassy of Belarus, Embassy of Russia was

established. It means that 1180 operatively receives information about embassies

working hours, latest changes in visa receiving procedures and also guest artists.

Cooperation with various event organizers, especially those who organize events

with Russian artists participation by receiving latest information and organizing

cooperation projects.