| Title | LOVE THIS SPOT |
| Brand | TELECOM |
| Product / Service | TELECOMMUNICATIONS |
| Category | C01. Integrated Campaign Led by Direct |
| Entrant | TRIBAL DDB Auckland, NEW ZEALAND |
| Entrant Company: | TRIBAL DDB Auckland, NEW ZEALAND |
| DM/Advertising Agency: | TRIBAL DDB Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Aaron Goldring | DDB Group Rapp Tribal NZ | Creative Director |
| Susan Young | DDB Group Rapp Tribal NZ | Copywriter |
| Pat Murphy | DDB Group Rapp Tribal NZ | Art Director |
| Paul Shannon | DDB Group Rapp Tribal NZ | Producer |
| Tau Matenga | DDB Group Rapp Tribal NZ | Designer |
| Jason Vertongen | DDB Group Rapp Tribal NZ | Designer |
| Matt Kardos | DDB Group Rapp Tribal NZ | Developer |
| Ben Morreau | DDB Group Rapp Tribal NZ | Developer |
| Jonathan Alpers | DDB Group Rapp Tribal NZ | Developer |
New Zealand’s broadband and mobile services are notoriously slow. So everyone got excited when Telecom launched their new world-class XT network. But following a number of outages, brand trust declined from 51% to 43%. Although the problems were now fixed, customers still weren’t convinced. How could we prove to customers in every corner of New Zealand that Telecom’s broadband and mobile services were better than ever?
Most Telecom customers aren’t that technologically savvy, and couldn’t see the difference their mobile and broadband services made to their lives. Love This Spot encouraged people all over the country to just ‘give it a go’, proving that Telecom’s technology was reliable and easy to use, and giving them a tangible reward for being with Telecom.
As part of our Broadband Enlightenment programme, we hooked up with New Zealand Post to create Love This Spot, so Telecom customers could take pics on their phone or computer and turn them instantly into high quality postcards with a personal message on the back – which they could send for free anywhere in New Zealand. All the pics were collected and tagged by location in the Love This Spot scrapbook, so people could search and vote for their favourite spots, post them to Facebook, and turn them into postcards too. The target Audience was Advertisers, a large amount of them being Trades.
Thousands of pictures were uploaded and postcards were sent around New Zealand. 26,958 people voted for their favourite spots. The emails had a unique open rate of 33% (27% above industry standard), and a click through rate of 11% (50% above industry standard). Overall, Broadband Enlightenment has been a huge success, increasing broadband data usage by 17.26%, increasing Internet usage by 28%, reducing customer turnover by 9% (99% above target),retaining over $2 million of revenue, winning back the hearts and minds of New Zealanders: ‘Simply awesome. Totally unexpected’ ‘All I can say is, what a fantastic idea. Goooo Telecom NZ!’