Talk Talk: Multicultural marketing campaign

This paper shows how TalkTalk extended their Global Minutes Boast (GMB) campaign by focusing on the UK’s South Asian communities. By defining a target who had close connections with family and friends overseas, the campaign was positioned as a timely boost across a wide range of topics, from sponsoring the weather and news, to the latest Bollywood gossip, fashion and lifestyle trends. The strategy increased sales conversions to 20% within a 16-week campaign period