IDT is a leader in telecommunications services providing domestic and international calling solutions in over 200 countries worldwide. Our objective was to promote IDT’s product called BOSS Revolution, which is a pinless international phone service that allows millions of Hispanics to call abroad.Statistically, 50% of consumers who try BOSS Revolution become loyal customers. The challenge was to explain a very complicated product in a simple way to stimulate first-time trial.
We knew that traditional 30-sec spots would not do the job, so we developed an integrated media campaign concentrating on content integrations into a variety of family-oriented shows allowing for a deeper consumer engagement. The shows included the popular “Hoy” show on Univision and Acesso Total on Telemundo. We also utilized Don Francisco, host of “Sabado Gigante”, one of the icons of Hispanic TV in the U.S, to introduce the product in a unique way. During a special edition of the show where Don Francisco was uniting family members from the U.S. and Latin America, he explained the idea of BOSS Revolution as the unifier of Hispanics worldwide. To stimulate first-time trial and track response, IDT leveraged a promo-code asking the show participants as well as audience at home to text BOSS Revolution to receive a $1 free trial coupon. To take it further to the masses we partnered with Hora Hispana, a major Spanish-language publication to place similar stickers with a $1 free trial on the cover of the newspaper.
The simple promotion in combination with relevant integrations allowed IDT to grow the BOSS Revolution business double digits from month to month in 2011 when the entire international calling industry has been in decline for years.
