Hurricane Katrina Lifeline Program
Challenge
Challenge
- Assist Hurricane Katrina survivors by providing them with free prepaid phones via Tracfone and FCC
- Reach hard to find Katrina survivors
- Provide and coordinate logistics involved in offer qualification process
Strategies
- Created and executed multi-city mobile tour
- Identified cities with high densities of Katrina survivors such as Houston and New Orleans and planned tour route
- Sourced high traffic and visible locations for set-ups such as pop-up retail
- Produced Tracfone branded trucks, SUVs, tents and attire for tour
- Orchestrated communication between client, media, creative, and retail
- Recruited, hired, trained, and managed Tracfone Team to execute tour and 8 step offer qualification process
- Instituted flyering program to reach target where they eat and live
- Churches, community centers, laundromats, check cashing
Results
- Provided real-time, in-market consumer feedback to Tracfone
- Campaign exceeded client expectations for phone distribution
- Program extended from 2 weeks to 7 months
