Brief
As a mobile VoIP (voice over IP) provider in an increasingly crowded marketplace, Vyke needed to drive subscriptions in new and untapped consumer segments. Say’s challenge was to raise awareness of Vyke’s service with potential ‘non-technical’ users of mobile VoIP such as regular international callers
Solution
Through a consumer survey, Say identified the Indian expat community as a key market; the survey also highlighted what really 
mattered to them: relationships, family wellbeing and health, and staying in touch. Say’s strategy was to bridge the knowledge gap by heightening the emotive appeal of VoIP technology to the Asian expat.
Say deployed a brand ambassador: Indian cricketing legend Sourav Ganguly as a spokesperson to highlight the benefits of VoIP for expats, connecting them to family and friends back home. The programme included a series of media interviews, a Social Media News Release (SMNR), and a Vyke-branded blog for expats. Say also engaged with expat groups on social networking sites via viral marketing, podcasts and vodcasts and online competitions.
Result
The campaign enabled Vyke to bring VoIP to the masses enabling them to push the boundaries of the competitive telecomms sector. Throughout the campaign, the Vyke blog received excellent traction and by the end of the 3-month campaign had generated 350 sign-ups; radio interviews reached 22,306,000 listeners across 13 stations with an ad spend equivalent of £134,400. The SMNR was viewed by 287,847 people while the vodcasts received more than 400 views and the webchats were covered across ten online sites.
Client verdict
“In the last month the Vyke blog has generated 350 sign-ups. Say has done an excellent job with this ambitious consumer campaign – a first for Vyke.” - Vyke Communications