TalkTalk: Phonecalls Not Flowers This Mother’s Day

19 April 2016 | Design, PR

To celebrate Mother’s Day, TalkTalk Mobile asked us to create a campaign to show how smartphones are helping to bring families together, specifically targeting mums aged over 55 with grown up kids.

0419_Talk-Talk-infographic

To celebrate Mother’s Day, TalkTalk Mobile asked us to create a campaign to show how smartphones are helping to bring families together, specifically targeting mums aged over 55 with grown up kids.

To bring the campaign to life, we conducted research of 1,000 mums with children over the age of 18 to gain key opinions and behaviours around smartphones. The research revealed that two thirds of mums would be happy to use their smartphones to keep connected to their loved ones this Mother’s Day via video messaging and instant messaging apps.

We created three infographics to bring the research to life and to also show TalkTalk’s Top 5 Apps to stay in touch with their families. We then outreached with the infographics to key media, including, national and consumer news, technology, consumer, lifestyle and parenting media. Of the coverage we achieved, all media directly referenced the statistics, with 71 per cent of publications including the infographics in their articles.

 

We selected a well-known spokesperson who our audience could relate to and could bring the campaign to life. Eurovision Song Contest winner, Cheryl Baker, represented our target audience perfectly and wouldn’t be without her smartphone to keep in touch with her daughters. Cheryl provided a quote for media and acted as an ambassador to drive the conversation further for broadcast activity.

Working with Cheryl on broadcast opportunities proved a huge success, resulting in 17 radio interviews and a live slot on Sky News Sunrise. The campaign achieved a total of 41 pieces of coverage, including, the Daily Star and Daily Star Sunday.

 

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