PMS_AWARDS_p010 21/4/08 16:38 Page 10
10 PrecisionMarketing Response Awards in association with the International Direct Marketing Fair
Best IT
Sponsored by
WINNER
Winner: T-Mobile
T-Mobile
Key Accounts
Gyro International
T-Mobile wanted to open a dialogue with key con-
tacts within enterprise level businesses. Contracts
at this level only come up for renewal every 12
months. So the objective was to gain their attention,
then begin a rapport with them, so that T-Mobile
was top-of-mind when contract renewals came
around.
ICT decision makers within enterprise level busi-
nesses are the ‘big fish’ of the mobile telecoms mar-
ket. They decide the fate of multimillion pound
contracts and, consequently, are bombarded by tele-
coms providers plying their wares on a daily basis.
Like everyone else, T-Mobile was desperately
keen to get its ‘key accounts’ business development
managers in front of this lucrative, yet elusive,
audience; to build a rapport and relationship with
them and, ultimately, when the time for contract
renewals came around, encourage them to move
across to T-Mobile.
Research showed that, all too often, telecoms rate of 58 per cent. It is clear that people want to be
providers shout about what they have to offer, and listened to, not talked at.
what great deals they can do because they ‘value
you and your business’. But the agency decided to Art director: Brian Jefferson
HereHere
take a different approach: and set out to position Copywriter: Ben Stainlay Free superfast broadband
T-Mobile as the telecoms provider that actively lis- Digital design: Chris Bond, Vanina Mannu
has landed at
tens to its customers. Offline production: Duncan West
<24 Sample Street>
The call-to-action of the direct mail piece was Online production: Barnaby Ellis
simply a personalised URL. When prospects went Account director: Jo Szpunar
to their personalised site, they were greeted by a Account manager: Kate Adams
video of the T-Mobile business development man- Client: Katherine Shilton, head of business cam-
ager that they would ultimately be dealing with. paign management, T-Mobile
Their contact then explains that, by plugging in
the free USB microphone included in the pack, the
prospect could speak freely about some of the HIGHLY COMMENDED
issues that they may be having by recording them
Carphone Warehouse
into the microphone (which of course he or she
would then follow up on).
TalkTalk Acquisition Google Map
Highly Commended: Carphone Warehouse
Every business development manager at
WDMP
T-Mobile was filmed to record their own greeting
messages for their websites. The personalised URLs Carphone Warehouse charged the agency with The production department had a huge chal-
were then cross-matched to the mailing database, acquiring new TalkTalk broadband customers in a lenge to make this creative happen, but they suc-
according to each manager’s operational area. highly cluttered and plateauing market – to use ceeded in finding an intermediary of Google
Recorded responses were then fed back via the direct marketing to announce that broadband was Earth software, and a supplier able to deliver this
website to the managers, to arrange follow-up now available in their street. high-end digital work.
appointments. TalkTalk’s 2003 entry into a telecoms market, pre- TalkTalk uses a highly sophisticated prospect
But the great advantage of this direct approach viously dominated by BT, paved the way for a shake- data pool in order to target customers according
was that the managers gained first-person insights up of the monopoly over broadband provision and to propensity to take up broadband and voice
it into their prospects’ needs, that would have been an explosion in the take-up over the following years. packages. The results are highly impressive,
difficult to gather by any other means. The brief was to promote the arrival of broad- with response 69 per cent above control; conver-
Getting prospects at this level talking to their band in a specific location, so WDMP needed to use sion rate 32 per cent more than control; and cost
business development manager has, in the past, a highly personalised approach. The creative solu- per acquisition 8 per cent lower than target.
always been the hardest step. And leads at this level tion was an execution that would digitally print a
can take up to nine months to convert to sale. But satellite image of the recipient’s area – to individ- Deputy creative director: Damian Kirby
three months after the mailing, the initial signs ual postcode level. This would hammer home the Copywriter: Becky Dellarosa
were good. Of 207 prospects mailed, 120 had gone to news that broadband had arrived, and use Google Group account director: Philippa Desiderio
their personalised microsite – an initial response Earth to deliver a map specific to the household. Account manager: Andy Twigg
Finalists
BlackBerry
BlackBerry Curve 8300 smartphone
WDMP
Microsoft
Let your imagination show
Mason Zimbler
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