Telecafe

Background

Telecafe is a phone based chat service for adults operating in Australia for over 10 years. In December 2008 following a competitive pitch, Smart Market was awarded the oportunity to reposition the Telecafe brand and develop a new TV, magazine and newspaper brand response campaign to drive increased caller volume.

Campaign

Faced with the challenge of not only re-positioning the Telecafe brand but also ensuring similar levels of Male (paid) and Female (free) callers as a result of the ongoing advertising activity, Smart Market created  an integrated TV, magazine and newspaper campaign.

Central to the new brand response campaign was a series of stylish presenter based 30 second and 15 second TVC's delivering the new positioning of "Anything Can Happen". The 30 second TVC's sell the overall service offering while the 15 second versions create a direct call to action to either male or female callers. Magazine advertisements featuring the key TV talent have been created to attarct either male or female callers placed in various titles across a suite of magazine titles.