Jersey Telecom (JT) Print MYCOOL BOLT-ON by Cheetham Bell J. Walter Thompson UK

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Industry Telecommunications Services, Mobile Communications
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Cheetham Bell J. Walter Thompson UK
Creative Director Andy Cheetham
Art Director Martin Smith
Copywriter Andy Huntingdon
Released March 2012

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Product/Service: MOBILE PHONES
Copywriter: Andy Huntingdon (CheethamBell JWT)
Art Director: Martin Smith (CheethamBell JWT)
Creative Director: Andy Cheetham (CheethamBell JWT)
Account Director: Leighton Horsley (CheethamBell JWT)
Media placement: Press Campaign X 3 - Jersey Evening Post + Magazines - 7 March 2012
Media placement: Radio X 1 Spot - Channel 103 + Island FM - 7 March.2012

Describe the objective of the promotion.
JT is the Channel Islands’ main telecom provider. They wanted to launch a new collection of bolt-on tariffs that could be added to pay-as-you-go mobile phones: 500 free texts for £5 a month etc.
And they wanted these tariffs to be known as bolt-ons.

Describe how the promotion developed from concept to implementation.
With thousands of pay-as-you-go deals being launched every day across the globe, JT wanted to make sure that theirs stood out. In a strange but fortuitous bit of luck, a certain internationally renowned, soft rock legend was just about to release his new duets album. The link was too good to miss. Michael Bolton agreed to be the face of JT’s MyCool Bolt-on campaign. In press, in store, online and on radio we reworked some of Michael’s most famous song titles to fit in with each of the deals, such as ‘How am I supposed to text without you’.

Explain why the method of promotion was most relevant to the product or service.
The products were called bolt-ons.

Michael Bolton was launching a new album so was in the news constantly for the period of the campaign.

By simply changing familiar song titles we were able to get people talking, laughing and engaging with JT.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The uptake of bolt-ons by existing Pay-as-you-go customers was a notable measure and results were great. The percentage achieved for JT’s ‘Data’ bolt-on alone was 144% of target!

In the declining PAYG sector, JT saw the highest activation of new customers for 2 years. In addition, JT’s brand perception rocketed. Anecdotal feedback (and online / offline column inches) from customers, businesses and the media showed that the campaign significantly raised JT’s profile in terms of stature, product offering and communications.

Furthermore, Michael Bolton’s global fan page saw 100% endorsement of the campaign and a demand for actual Michael Bolton phones!