Access 50/50
Category: MAIL Award: GOLD
Category: LEAD GENERATION Award: SILVER
A missed call is a missed business opportunity! This was the premise on
which Telecom went out to its database of small to medium sized businesses to
convince them they needed an additional phone line in the first place.
Utilising their own 'VISION reporting software', they were able to
establish exactly how many calls each target business had missed within a given
period. A time-bound incentive - free installation and either $50 off
their next Telecom bill or 50 free hours on the Internet (hence the campaign
name - Access 50/50) - urged prospects to get on the phone and get an extra
line installed.
Based on the volume of missed calls, two creative executions were required in
order to deliver the highest possible impact, expressed either in a
'percentage' or 'number' format. This proved extremely
difficult, given this had never been done before in New Zealand.
Combining powerful data with 'virgin' laser technology that delivered a
simple and effective communication, in a marketplace that's become fiercely
competitive in the past 18 months, resulted in a 100% response to sales
conversion, and a campaign ROI of 627%.
Entrant: Saatchi
& Saatchi
Advertiser: Telecom New Zealand Limited
Advertiser Credits
Jody Bews-Hair - Communications
Manager
Brent Matthews - Marketing Manager, Medium & Large Business
John Spooner - Packaging Manager
Peter Johnson - Database Marketing Analyst
Carolyn Sandiford - Manager Business Communications
Agency Credits
Rob Banks - Copy Writer
Debra Sneddon - Account Manager
Sally Carey - Database Planner
Mike Boekholt - Art Director
Graham Fordyce - Creative Director
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