Which? Right Choice, the India-based sister company of UK consumer organisation Which?, has briefed London-based direct marketing agency Watson Phillips Norman (WPN) to roll out a digital marketing campaign to recruit readers in India.
In a reversal of the trend to outsource to Southern Asia, the campaign kicks off with an online promotional call to action that incentivises respondents to submit their personal details. This is subsequently followed by an offline telemarketing recruitment programme designed to drive subscriptions to Which? Right Choice magazine.
According to WPN managing partner John Watson, creative for the campaign is heavily promotional and offers incentives ranging from iPads to cars to drive participation. The call to action is being constantly refreshed and refined to increase response, in line with WPN’s work with Which? in the UK.
Watson said: “India is an interesting market and consumers there have different push points to the ones we have here, but the techniques and principles of pure direct response hold true. We’ve applied some good, old-fashioned techniques to drive the online strategy. We’re testing and tracking response to creative variations, both our own and those we inherited, for emails, online display, landing pages, inserts and press. This has provided us with invaluable consumer insight that has helped us to refine our creative and significantly improve response on an ongoing basis.”
Which? commercial director Chris Gardner added: “Our experience in the UK indicated that we needed a concentrated response test programme to gain learnings quickly, and deliver response fast in India; we know WPN has the expertise and speed of turnaround to do just that.”
Which? Right Choice was launched in India in 2009. In 2010, it appointed WPN, which works with sister company Which? on recruitment activity in the UK, with an initial brief to develop creative across a variety of media to help generate numbers and awareness of Which? Right Choice in India.
“With each creative refinement, we’ve seen significant customer engagement and lead generation that in some cases has generated almost double the amount of leads than that of the control,” said Watson.
