Project Description

The brief was to inform people that the power will be cut in 7 days after the last warning The business objective was to increase payments on time.

MEDC was advertising to the public (other than financials) for the first time ever and they didn’t intend to sound very negative.

Talks conducted a research among the target audience (total sample size: 241 ) through different methodologies:

•Asking people on the street and small shops

•Telephonic interviews with random people

•Interview with a MEDC senior

•Interview with an OIFC senior

•3 brainstorming sessions for 11 members of Talks team.

Objectives of the research:

• To study the reasons behind late payments

• To study people’s reaction incase of power cuts

We ran the campaign in two different phases – Teaser, Revealer on the same day, with an informative ad the second day onwards.

In week 1 itself, we had to place the campaign on hold and resume after 3 days, due to load of payments on the counters.

We resumed in the 2nd week; payments to MEDC increased by +400% in the first month post launch.

Now MEDC late payments have reduced from 70% to 15%.