Telecom - RPS 027
Brief / Solution
No brief. Our initiative. Telecom Mobile was not even a client of ours – we approached them with the idea, supported by the SMP, “It’s more fun on 027”. We did however develop clear objectives, with Telecom Mobile:
- Demonstrate that ‘It’s more fun on 027’.
- Create enough “noise” so that Vodafone customers would feel excluded.
- Many of TM’s customers were on pre-pay plans and TM knew nothing about them. Learn more about these ‘unknown’ customers.
- Achieve 20,000 registered players by the conclusion of the sign-up phase.
Results
March 2005: The largest TXT promotion in NZ’s history, a fun event, and a stunning success for Telecom Mobile, exceeding all of their expectations:
- Registered Players: 85,500 (28.5% response rate from ‘young adults’!)
- ‘Mobile Originated’ txt messages: 2.1 million
- Time taken to achieve TXT message numbers: 23 days
- Thousands of previously unknown TM customers completed detailed player profiles.
- Positive NZ media news exposure, across all media.
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