Title | TELECOM BIG THANK YOU |
Brand | TELECOM NZ |
Product / Service | CUSTOMER LOYALTY PROGRAMME |
Category | A01. Mailings |
Entrant | DDB 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 |
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 |
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.
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.
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: 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.