Telstra DM AUTHENTIC TELEGRAM by BWM Dentsu Melbourne

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Industry Internet Service Providers
Media Direct marketing
Market Australia
Agency BWM Dentsu Melbourne
Creative Group Head Rob Morrison
Executive Creative Director Rob Belgiovane
Creative Director Rocky Ranallo
Art Director Darren Martin
Copywriter Neil Harris
Producer Lex Tully
Released June 2010

Credits & Description

Category: Flat Mailing
Date of First Appearance: Jun 1 2010
Executive Creative Director: Rob Belgiovane (Belgiovane Williams Mackay)
Creative Director: Rocky Ranallo (Belgiovane Williams Mackay)
Creative Group Head: Rob Morrison (Belgiovane Williams Mackay)
Art Director: Darren Martin (Belgiovane Williams Mackay)
Copywriter: Neil Harris (Belgiovane Williams Mackay)
Producer: Lex Tully (Belgiovane Williams Mackay)
Account Manager: Trent Dunlop (Belgiovane Williams Mackay)
Media placement: Direct Mail - Mailed To 13,574 Recipients - 1-June-2010

Describe the brief/objective of the direct campaign.
Acquisition of fixed and mobile broadband is incredibly difficult.

There is no way of knowing when a customer's existing contract is up for renewal, so in theory only 1 in 24 of the target audience is in the market to change broadband provider. Plus customers believe in 'email address loyalty', where the perception is that changing email addresses is an enormous business risk.

The marketplace is intensely competitive. Also, customers are bombarded with price-led offers from nimble, aggressive competitors.

So this program had some huge barriers to overcome.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
There is an attitude among small business people that 'if it ain't broke, don't fix it.' But using outdated internet connection, even if it is working okay, can mean you're left behind. And there are no half measures - your connection is either right up to date or it's yesteryear's news.

To highlight this, we took our target back to the communications of yesteryear and into Telstra's history. We sent them a telegram.

Explain why the creative execution was relevant to the product or service.
Telstra is the only Australian telecommunications company who could send a telegram in a truly authentic manner. That's because we were the local service provider when telegrams were the main form of data communications.

We made this mailing as authentic as possible - even visiting the Telstra Museum to make sure our design, type and paper stock matched the original format as closely as possible.

By using this format, we dramatised the disadvantage of being out of date, and giving customers a simple, affordable solution - Telstra Business Fixed and Mobile Broadband.

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 low cost campaign, this direct mail piece dramatically exceeded expectations in selling to an incredibly tough audience: 178 calls from 13,574 telegrams mailed; a response rate of 1.31%; and, it nearly doubled the previous best response rate of 0.67%.