CASE STUDY: mYSTIC NETWORK

Product: A Tarot Reading Service accessed via the telephone (premium rated)

Background: Having launched the Tarot Service successfully in the UK the company now wanted to break into the market in the Republic of Ireland. The Irish market was particularly attractive because of a regular supply of mystics trained in the Dublin College of Mystics.

Target Audience: All Adults. Research had shown that men were as likely to call regarding their financial future as women were to enquire about family or relationship matters.

Advertising Strategy: Having investigated fully what two competitors had achieved in the Irish market it was decided that the two critical parts of the strategy were to use only highly memorable telephone numbers and to use only trained Tarot readers. Research had shown that callers would discuss matters other than Romance – if the tarot reader had won their confidence. It was decided that all advertising copy should feature "Life, Love, Fortune and Fate".

Media Strategy: The launch strategy was designed to establish the service as quickly as possible throughout Ireland and consisted of:

a). Press: Mass market Daily and Sunday newspapers. Using a 5cms x 2 cols mono ad situated on or near Horoscope page. This campaign to run for six weeks delivering an 80%+ reach with an average frequency of 7+

b). Radio: National radio using 20" length using a local female voice over throughout . The TAP package was so designed to deliver peak caller times at 1900-2300. This campaign delivered 70% reach and achieved an average of 5 OTH per week.

Having launched the service using the heavyweight schedule outlined for six weeks the caller rate had increased dramatically and the length of call was also high. However the callers were largely coming from the rural parts of Ireland and many of the calls were being made at weekends. It was decided to target the key rural areas using Local/Regional weekly press with the same copy as appeared in the National campaign. Ten titles were selected and again the ads were sited on Horoscope pages. This activity was supplemented with National radio using the same package and timings as before at a reduced level of 3 OTH per week. The result of this activity was that caller rate levels were maintained at launch level however the call length increased dramatically.