Reaching the Right Audience

Leveraging InMobi Audiences, the brand aimed to reach out to the busiest users in India who were most hassled by spam calls, and identified business professionals, upscale residents, corporate decision-makers, and frequent flyers as the target audiences. By leveraging accurate location intelligence, the brand polygon-mapped key areas of interest of these niche audiences and successfully synced user behavior in the virtual and real worlds. 

Creating Spam Awareness with a Simulated Incoming Call Experience

Truecaller designed a full-screen interstitial, simulating the experience of receiving an incoming call on the screens of ad viewers. Leveraging advanced visuals, the brand designed this innovative experience with instant buttons to answer or decline the incoming call. 

• Declining the call
• The users who perceived the simulated phone call as an unwanted call, or spam, declined the call. Upon declining, a short 20-second Jam the Scam Returns video appears on their mobile screens, depicting the pivotal role Truecaller plays in identifying spam/ scam calls. 
   
• Answering the call
• The users who chose to answer the simulated phone call were shown a full-screen, interstitial video educating them about spam calls and how Truecaller can help detect them and take appropriate action of blocking or reporting the call. The video drew attention to the fact that over 8.5 billion scam calls ruined the festive spirit for residents across the country, and with Truecaller, one can expertly avoid the scam this year.
•  

Popularizing #JamTheScamReturns

Upon watching the 20-second video, users could click on the CTA ‘Watch video on YouTube’ to watch the full-length videos of the #JamtheScamReturns series, where they could get their dose of Johnny Lever’s entertaining performance while learning how Truecaller can indeed deliver spam-safe experiences.