Telecom - Push The Button
Brief
Young people saw Telecom Mobile’s main competitor – Vodafone, as a sexier brand. Telecom therefore wanted to gain loyalty by rewarding their customers with a great experience.
Solution
We suggested Telecom sponsor the sinking of a 3000 tonne retired battleship! We created an SMS version of the game Battleship. Customers had the chance to sink this real battleship, plus win hundreds of other cool prizes.
Results
It engaged with Telecom customers through an average of 60 text messages per player and made Vodafone customers feel excluded The game became New Zealand’s biggest SMS promotion with 90,400 players and 5.4 millions txts. The sinking and our game received extensive national and international media coverage.
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