Telstra DM CHRISTMAS. BURSTING WITH GIFTNESS by Ogilvy & Mather Sydney

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CHRISTMAS. BURSTING WITH GIFTNESS

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Industry Retail, Distribution & Rental companies
Media Direct marketing
Market Australia
Agency Ogilvy & Mather Sydney
Creative Group Head Russell Smyth
Executive Creative Director Chris Ford
Creative Director Chris James
Art Director Chris Mcmullen, Kevin Phillips
Copywriter Steve Street, Trent Christie
Designer Sonny Nguyen, Thales Macedo
Producer Paul Baron, Matt Dray
Account Supervisor Merran Morton, Elizabeth Clerke
Released November 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: TELSTRA
Product/Service: RETAIL STORE
Agency: OGILVY & MATHER
Date of First Appearance: Nov 1 2010
Entrant Company: OGILVY & MATHER, Sydney, AUSTRALIA
Entry URL: http://www.workforawards.com/cannes2011/useofdirectmarketing
Executive Creative Director: Chris Ford (Ogilvy & Mather)
Creative Director: Chris James (Ogilvy & Mather)
Creative Group Head: Russell Smyth (Ogilvy & Mather)
Copywriter: Steve Street (Ogilvy & Mather)
Art Director: Kevin Phillips (Ogilvy & Mather)
Art Director: Chris McMullen (Ogilvy & Mather)
Copywriter: Trent Christie (Ogilvy & Mather)
Designer: Sonny Nguyen (Ogilvy & Mather)
Designer: Thales Macedo (Ogilvy & Mather)
Producer: Paul Baron (Ogilvy & Mather)
Producer: Matt Dray (Ogilvy & Mather)
Executive Director: Michael Bekerleg (Ogilvy & Mather)
Account Supervisor: Elizabeth Clerke (Ogilvy & Mather)
Account Supervisor: Merran Morton (Ogilvy & Mather)
Account Manager: Stuart Eaton (Ogilvy & Mather)
Account Manager: Roger Gatchalian (Ogilvy & Mather)
Planner: Jane Conway (Ogilvy & Mather)
Media Buyer: (OMD)
Ilustrators: (Electric Art)
Media placement: Online Banners (Rich & Standard) - Yahoo7, News Ltd, Westfield Brand Space, Gizmodo Page Skin - 1/11/10
Media placement: Facebook Tabs/Aps - Naughty Or Nice, Kris Kringle Planner - 1/11/10
Media placement: Campaign Website - Http://www.55daysofchristmas.com.au - 1/11/10
Media placement: Mobile - Sensis, NineMSN, Yahoo7, Ebay, Fairfax, News Ltd - 1/11/10
Media placement: Press - News Ltd, Fairfax, APN Newspapers, GOFB, Rural Press - 2/11/10
Media placement: POS - Telstra Stores & Dealers - 2/11/10
Media placement: TV Campaign - 5 Spots - Ch7, Ch9, Ch10, 7two, ONE, SBS - 3/11/10
Media placement: Ooh - Adshel, OhH Media, Westfield - 7/11/10
Media placement: Social Seeding - Publisher, LAVA Communications - 14/2/10
Media placement: Youtube Videos - Online Advent Calendar - 25/11/10
Describe the brief/objective of the direct campaign.
OBJECTIVES
1. Consider Telstra as a retail destination for Christmas shopping
2. Direct people in-store or online to experience and buy Telstra products
3. Create an idea that allows Telstra to extend the normal Christmas retail period.
4. Promote Telstra’s 6 core Christmas bonus offers – From free second handset; free movie packages; to bonus data allowances.
5. Increase the number of Fans of the official Telstra Facebook page
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea, 55 Days of Christmas – with a little extra Giftness, allowed us to launch the campaign on the 1st of November, nearly a clear month before most other large retailers started marketing their Christmas offers. Each day, we gave away a different digital gift. Some useful, some bizarre, but they were all designed in some way to complement the actual retail offers, and drive people to their online or physical retail stores.
Projected response rates included 20,000 interactions with the Facebook gifts. Drive 80,000 unique visitors to the campaign site. An undisclosed sales increase during November and December.
Explain why the creative execution was relevant to the product or service.
The core 6 Christmas retail offers we advertised, were based on a principle of buy something get a bonus gift for free, hence the line “a little extra giftness”. To really bring this to life, we complemented each of the offers with further digital gifts that reinforced the idea.
The gifts were designed to be light-hearted and very different for the category and client. What could be more relevant to a Telco retail campaign than a Turkey timer Mobile App so you could cook the perfect bird? Or Festive Finger puppets so you could create a Christmas pageant whilst texting?
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.
During the 8 week campaign period:
Over 125,000 unique visits to the campaign website (45,000 more than forecast);
After 4 days Facebook forced us to change our social mechanic behind our 'Pass the Pressie' gift due to its popularity. Even after the mechanic was changed it still reached the projected target (20,000) after 6 weeks topping out at 31,000 gifts unwrapped;
84% increase in Facebook fans;
37% increase in visits to Telstra.com(compared to the same period in 2009);
Sales of the T-hub increased by 52%;
Prepaid and post paid mobile activations increased by 20% and 63% respectively.