TAPE RECORDER by M&C Saatchi Sydney for Optus

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TAPE RECORDER

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Industry Telecommunications Services
Media Direct marketing
Market Australia
Agency M&C Saatchi Sydney
Creative Director Gavin Mcleod, Hamish Stewart
Art Director Alex Booker
Copywriter Josh Bryer
Released April 2009

Awards

Caples Awards 2009
Direct Mail & Print Direct mail dimensional, over $5 Silver

Credits & Description

Category: Dimensional Mailing
Advertiser: OPTUS
Product/Service: IP/ICT - ENTERPRISE TELECOMMUNICATIONS
Agency: M&C SAATCHI/MARK
Date of First Appearance: Apr 7 2009 12:00AM
Entrant Company: M&C SAATCHI/MARK, Sydney, AUSTRALIA
Creative Director: Gavin Mcleod (M&C Saatchi/Mark)
Copywriter: Josh Bryer (M&C Saatchi/Mark)
Art Director: Alex Booker (M&C Saatchi/Mark)
Senior Account Director: Annabelle Barnam (M&C Saatchi/Mark)
Account Manager: Phil Clarke (M&C Saatchi/Mark)
Production: David Coorey (M&C Saatchi/Mark)
Production: Mel Quinn (M&C Saatchi/Mark)
Creative Director: Hamish Stewart (M&C Saatchi/Mark)
Media placement: Direct Mail - No Media Placements - April 2009

Describe the brief/objective of the direct campaign.
Virtual Private Networks (VPNs) are the next big thing in corporate communications. The problem is, most companies think their current networks are fine – so they’re resistant to spending big money to switch over. VPNs are also very complex to explain, and many CIOs receive so much DM they’ve become immune. So the agency faced the unenviable task of approaching them yet again, to achieve what the Optus sales teams had failed to secure for years: a foot in the door.

Explain why the creative execution was relevant to the product or service.
Technology changes so fast, a lot of companies don’t realise theirs is out-of-date. Or they don’t want to believe it. That’s why we needed to make it very clear. How better to demonstrate this than to send them another out-of-date piece of technology and have it deliver the upgrade message itself?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To make our target consider a costly VPN, we needed to convince them that the network they thought was fine was, in fact, out-of-date. And that sticking with it could make their company uncompetitive. So we put together a blast from the past: a mailing straight from the 1970s. Claiming to offer the latest in advanced voice technology, the box contained an old Panasonic tape recorder with an analogue cassette inside. When they hit play, a 70s voice-over delivered the sales message. The outtake was clear: your network is past its use-by date.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
For a high commitment product in the cluttered B2B market, responses are normally measured in single digit percentages. But this time, of the 100 packs sent, an amazing 30% led to valuable face-to-face appointments. Naturally the sales teams were as delighted as we were: “The campaign was successful… Previously I was unable to make an appointment with [client] they have now agreed to meet with me this Friday.” “An extremely successful campaign from my end… in my view the best promotion I have seen come out of Optus.” “My client called it ‘The best promotion I have seen’… they’re worth $1.6 million.”