The product: Telecom XT Network
The challenge: Not only to claw back mobile market share but to re-instill faith with New Zealand on an unprecedented scale. Achieve mass migration to XT Network.
The solution: Testdrive the XT Network.
To build the energy and momentum as well as establish the proof, we invited genuine involvement and participation in testing the Network credentials.
'Test drive' leant itself to third party endorsement. Richard Hammond was enjoying the success of Top Gear - a show format known for extreme test scenarios of the automobile kind.
What we did: Every touch point along the path to purchase go the test drive treatment.
A full spectrum integrated campaign was required, direct and digital led the migration of customers, opinion leaders and industry influencers became actual test-drive applicants in a pre-launch phase.
Pricing and plans were overhauled, stores re-designed and test stations provided, influencer seeding, event, direct, digital, social and full spectrum brand, product and retail campaigns were launched.
The results:
- 46% All time high unprompted awareness
-22,552 registered test drivers
-282,482 pre-launch video views
-232,000 unique vistors to testdrive.com
-133% of target for customer migration
- Netguide peoples choice award for Web Campaign of the Year
- Silver Effie Awarded - Consumer Services
- Bronze Effie Awarded - Most integrated campaign
Telecom XT Mobile Range DPS
Telecom XT Network Interactive Website
Telecom XT Brand Launch 60" TVC
Category TVC - Dropped Calls
Category TVC - Speed
Category TVC - Roaming Coverage
