Truecaller Joined Forces With JioSaavn To Strengthen Brand Love and Become ‘Desh ka Truecaller’
Truecaller partnered with JioSaavn to strengthen its relationship with Indian internet users through a three-week-long brand campaign. Focused on awareness and affinity, the campaign was powered by an audio-first advertising strategy to engage JioSaavn’s
September 2021
Objective: Introduce Digital-First Listeners To ‘Desh ka Truecaller’
When Truecaller reached out to JioSaavn with the intent to capture the attention of Indian internet users and talk to them about their deep and longstanding connection with India, it was the perfect call! Though originally from Sweden, over the years, Truecaller has become woven into the daily lives of all different types of Indians - those who love to talk, those who need ‘a moment’ before answering a call, and even those who simply want to know who’s on the other end before committing to a chat!
In this unique brand campaign, the international tech giant wanted to express its love, appreciation, and commitment towards India – and we jumped right on board as their partner to help them do so!
Strategy: Audio-First Strategy For Maximum Recall
There’s something about knowing who’s calling that brings one comfort. Peace, even. This applies to all of us, albeit in many different ways. Staying true to Truecaller’s core value proposition, we offered them an audio-first advertising strategy to engage our 100MM+ monthly active users when and where they were ready to hear from the brand.
Our Standard audio solution helped us seamlessly communicate the brand message via audio ads delivered in between songs, accompanied by a clickable companion display banner. Over the three-week-long campaign, we also created fresh audio ads from Truecaller’s video spots as bonus content for the creative kitty. When served with compelling banner ads, we saw them drive extra recall and true connections with Indian internet users.
These were coupled with display presence for Truecaller through the Overlay ad experience, which gives listeners the option to interact with the content while the screen is in view, and a Video Showcase right on top of the homepage, creating a multi-format media mix that engaged Truecaller’s audience across the board.
Impact: 92% Listen-Through Rate = Truecaller Made The Right Call!
The campaign reached 4.75 MM unique listeners, delivering 10 MM+ Audio ads and 20 MM+ display impressions. A whopping 3.2% Overlay CTR and a 92% listen-through rate were witnessed.
Ready to tell your brand story through music? Write to us at advertising@jiosaavn.com or reach out to us via this website.
