| Title | TELECOM BILLS TO STORYBOOKS |
| Brand | TELECOM NZ |
| Product / Service | CORPORATE SOCIAL RESPONSIBILITY PROGRAMME |
| Category | B01. Corporate Information |
| 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 |
| Jason Vertongen | Rapp Tribal | Lead Digital Designer |
| Amber-Jean Hornsby | Rapp Tribal | Digital Designer |
| Theunis Groenewald | Rapp Tribal | Digital Designer |
| Matt Kardos | Rapp Tribal | Digital Developer |
| Simon Crocker | Rapp Tribal | Digital Developer |
| Phillip Swaine | Ddb Nz | Designer |
| Sharen Ram | Rapp Tribal | Digital Traffic Manager |
| Paul Pritchard | Rapp Tribal | Digital Services Director |
| Marcel De Ruiter | Rapp Tribal | Head Of Production |
| Russell Smith | Rapp Tribal | Digital Producer |
| Paul Shannon | Rapp Tribal | Senior Digital Producer |
| Sherman Grewal | Rapp Tribal | Senior Account Manager |
| Tessa Denize | Rapp Tribal | Account Executive |
| Christopher Dawson | Rapp Tribal | Digital Planner |
| Emma Mclean | Rapp Tribal | Head Of Crm Planning |
| Louisa Mcgregor | Telecom Nz | Direct Marketing Manager |
| Sarah Whitehead | Telecom Nz | Senior Direct Marketing Manager |
Brief Telecom, New Zealand's biggest telecommunications provider wanted to get 9,200 customers to switch to online billing. The problem was, the ‘green’ angle had already been exhausted. How could we find an original way to persuade customers that switching to online billing was a chance to do something good for the next generation?
Bills to Storybooks gave customers a chance to do something food for Kiwi children - without being worthy about it. Thousands leapt at the chance to release their inner authors - and the resulting book, The story of Bo and the Circus That Wasn't won a place in the hearts of people all around New Zealand.
Idea We invited every Kiwi who switched to online billing to unleash their inner author – by contributing a line to our collaborative online children's storybook, which we created in association with award-winning children's author Kyle Mewburn and illustrator Donovan Bixley. They could also send a storybook by a Kiwi author to a primary school of their choice. Then we published the book in association with Scholastic, and gave a portion of the proceeds from every copy sold to the Telecom Foundation, a new charity for kids.
Results ‘The Story of Bo’ captured the imagination of customers around the country. We exceeded our switching target by 30%, saved around 400,000 pieces of paper a year and donated 10,072 books to primary schools (that’s over 5 books for every school in the country). The printed book has just gone on sale in bookstores, is getting rave reviews and been ordered by public libraries.