PUT POCKETING for Talktalk

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PUT POCKETING

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Industry Telecommunications Services
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: TALK TALK
Product/Service: PHONE AND BROADBAND PROVIDER
Director: Nicola Gibb (Resonate)
Creative Director: Gavin Lewis (Resonate)
Account Director: Alex Wood (Resonate)
Media placement: Press - CNN - 1 July 2009

Summary of the Campaign
The opportunity was to attract new customers seeking value for money, during the recession. Therefore the objective was to drive those people to the TalkTalk blog, a key sales and conversion tool for the company. The target of 10% increase in traffic to the blog was set. Consumer dialogue drives blog traffic, therefore we created a ‘chatalyst’, an idea which stimulates simultaneous on and offline conversations in both traditional and social media, to generate maximum impact. The creative idea was Put Pocketing: the reverse of pick-pocketing, in which a team of reformed ex-pickpockets employed by TalkTalk, put £100,000 directly back into the pockets of Britons; demonstrating that TalkTalk goes beyond any other brand when it comes to delivering value in innovative ways. The ‘chatalyst’ was triggered by a viral video of the Put Pockets in action and then used in a fully integrated on and offline campaign including: media relations, social media; live experiential. The activity resulted in hundreds of on and off line media hits and over 250,000 video views. But most importantly, traffic to the Talk Talk blog increased by 40% over the period, delivering keen potential customers to the TalkTalk team to convert into customers.

The Goal
One of the key customer sales and conversion tools in the TalkTalk stable is its blog. A PR campaign was the ideal activity to drive people to that blog; hence the target of a 10% increase in traffic was set. The target audience was a mass demographic (all UK consumers aged 18-64), but particularly those active on-line. It is this audience which set the tone for the campaign as creative and visual collateral was key to be spread across the internet and trigger conversation and engagement.

Results
Coverage totalling over 63 print and broadcast pieces with 100s of on-line pieces £260,654 Advertising Value Equivalent of media coverage, ratio of return of spend 10:1 55,792,000 opportunities to see and hear key messages The viral video has so far had over 250,000 views across channels, with views going on all the time Viral video rose to 17th most viewed on You Tube Traffic to TalkTalk blog increased by 40%.

Execution
1: Launch story sold across mainstream media - video used to win over sceptical journalists and posted on the TalkTalk blog and YouTube for public view. 2: Conducted specific Put Pocketing training sessions with The Times and Evening Standard. 3: Targeted crossover points of traditional and social media such as creating bespoke B-roll for ITN high traffic news content shows, leading to views rapidly escalating as the content was syndicated across the web. 4: Stoking controversy with AFP wire service, positioning the activity as being opposed by police for public safety reasons. This gave the story a second wind, with media outlets covering the story and interview requests for TalkTalk coming from UK and world wide – testament to the viral spread of the campaign which supported mainstream media engagement. 5: Drove eyeballs to the video and story across social media and high traffic content sites. Lead to organic sharing and positive comment: friends forwarded to friends, as the impact grew with TalkTalk at the heart of all conversations.

The Situation
In times of harsh recession, consumers quickly begin to look for ways they can save money and expect greater value for money from their existing suppliers. TalkTalk as a supplier of a household utility, saw this insight as an opportunity for customer acquisition and retention. By communicating TalkTalk as an innovative, value for money brand that actively drives value, particularly at times of recession, TalkTalk could maximise this recessionary opportunity. It would save new customers money, reinforce its value for money status for existing customers, all in an engaging way.

The Strategy
To aide customer conversion, it was important to communicate the key brand attributes: an innovative, value for money brand that champions its customers, particularly at times of recession. The campaign not only had to deliver the right messages but in a way that reinforced the brand. Therefore, the strategy was to generate conversations directed at the TalkTalk blog (the ultimate dialogue vehicle and key sales and conversion tool for the company), by creating a ‘chatalyst’ – an idea which stimulates simultaneous on and offline conversations in both traditional and social media generating maximum impact. The chatalyst was Put Pocketing: The reverse of pick-pocketing, in which a team of reformed ex-pickpockets employed by TalkTalk, put back £100,000, in £20 notes (with TalkTalk branded cards), directly into the pockets of Britons; demonstrating that TalkTalk goes beyond any other brand when it comes to delivering value in innovative ways. We wanted consumers to think of TalkTalk every time they were pleasantly surprised by the money they had in their pockets.