TELECOM BIG THANK YOU

TitleTELECOM BIG THANK YOU
BrandTELECOM NZ
Product / ServiceCUSTOMER LOYALTY PROGRAMME
CategoryA01. Mailings
EntrantDDB GROUP RAPP TRIBAL NEW ZEALAND Auckland City, NEW ZEALAND
Entrant Company:DDB GROUP RAPP TRIBAL NEW ZEALAND Auckland City, NEW ZEALAND
DM/Advertising Agency:DDB GROUP RAPP TRIBAL NEW ZEALAND Auckland City, NEW ZEALAND

Credits

Name Company Position
Aaron Goldring Rapp Tribal Creative Director
Pat Murphy Rapp Tribal Head Of Direct
Susan Young Rapp Tribal Head Of Copy
Tau Matenga Rapp Tribal Digital Designer
Jonathan Alpers Rapp Tribal Digital Developer
Russell Smith Rapp Tribal Digital Producer
Marcel De Ruiter Rapp Tribal Production Manager
Matt Douglas Telecom Nz Director
Mike Chunn Play It Strange Director
Emma Mclean Rapp Tribal Head Of Crm Planning
Katja Green Rapp Tribal Account Director
Sarah Whitehead Telecom Nz Senior Direct Marketing Manager

The Brief

Brief: How does one of New Zealand’s biggest companies say thank you to their most loyal customers – when they felt like they hadn’t been contacted for years? We decided to see whether a positive experience online and through the past could change things, and make them feel valued.

Creative Execution

Instead of buying loyalty with a free offer, we created an experience that was rewarding in itself – enabling big, faceless company to say a personal thank you to it's most loyal customers.

Describe the creative solution to the brief/objective.

Idea: Our idea was to give every Telecom staff member a chance to say 'thank you' in person. We rolled out a big blank canvas at Telecom’s headquarters, and invited staff members to come down and write their own message of thanks – starting with the CEO. Then we turned the canvas into thousands of different envelopes and letters, which we sent to loyal Telecom customers around the country. Customers were directed to a microsite, where they could watch a film of their thank you note being created, and choose from a selection of Telecom products as thank you treats.

Results

Results: Within days of receiving the mailing, more than 20% of customers went online to choose a treat. 60% opened the email (almost 3X the industry average), 46.4% clicked through (more than 13X the industry average), and a whopping two thirds of those who clicked through from the email took up a treat. What's more, Telecom staff actually felt proud of the company they worked for - starting a whole new conversation about loyalty.