Tdc DM EXISTING CUSTOMER REWARD by Dialogue Peple / Net People

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EXISTING CUSTOMER REWARD

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Industry Telecommunications Services
Media Direct marketing
Market Denmark
Agency Dialogue Peple / Net People
Released August 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: TDC
Product/Service: TELECOMMUNICATIONS
Agency: DIALOGUE PEOPLE/NET PEOPLE
Date of First Appearance: Aug 1 2010
Entrant Company: DIALOGUE PEOPLE/NET PEOPLE, Denmark, DENMARK
Executive Director: Morten Hershøj (DialoguePeople / NetPeople)
Contact Director: Lise Fink Vadsholt (DialoguePeople / NetPeople)
Project Manager: Pernille Bengtson (DialoguePeople / NetPeople)
Concept / Art Director: Marcus Loebb (DialoguePeople / NetPeople)
Concept / Copywriter: Laura Jul (DialoguePeople / NetPeople)
Account Manager: Sune Børsen (DialoguePeople / NetPeople)
Project Manager: Louise Aalbæk (DialoguePeople / NetPeople)
Media placement: Internal launch - Internal website - Week 31
Media placement: Website - www.tdc.dk - Week 31
Media placement: Facebook page - Facebook - Week 31
Media placement: TV campaign - 1 theme spot - 3 cutdowns with products - Week 32
Media placement: Print - Newspapers - Week 32
Media placement: Online banners - Numbers of websites - Week 32
Media placement: Direct Marketing - E-mails - Week 32
Media placement: Shop newspapers - TDC shops - Week 33
Media placement: Decorated TDC shops - TDC shops - Week 32
Media placement: Outdoor - Headquarter of TDC - Week 32

Describe the brief/objective of the direct campaign.
The target audience for TDC - the market leader in the Danish telecommunications industry - was existing customers. The strategy was to retain customers by rewarding the loyalty of existing customers. The longer the relationship, the greater the reward.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was to activate the "loyalty and long relationships" theme by using the already known and popular characters of TDC's advertising universe (Britta and Claus) to illustrate the campaign theme. Britta and Claus would be celebrating their 25th wedding anniversary, giving us a relevant frame for celebrating our loyal customers through rewarding them with a gift certificate - the longer they had been with TDC, the greater the gift.

Explain why the creative execution was relevant to the product or service.
The creative solution was well integrated into TDC’s communication strategy (focus on existing customers) and the story about the main characters’ wedding anniversary was relatable and easily transformed into a campaign strategy. It added to TDC’s brand strategy (be inclusive, not alienated) by celebrating customers and the relationship with TDC, sparking sales as well as sympathy.

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.
The goal was to reduce turnover by focusing on existing costumers. This in a market where all other tele providers were focusing on attracting new customers with quick recruitment deals.
This goal was obtained - as the turnover was reduced by 40% as a result of the campaign.
Also the campaign generated extraordinary result in terms of:
80 % opening rate on emails
170,000 campaign site visits
4,500 used gift certificates during the campaign (4 weeks)
Online banners had an impressive click rate - twice as high as normal online banners.