Let Your I.T Take Off!

Telstra

Task

To raise awareness of the Telstra profile with companies who work with their competitors and who are unfamiliar with the brand. Specifically, target C-level decision makers in the I.T and technology industry. Introduce them to the Telstra brand, capture their attention with an incentive based piece of comms, open a channel of communication and begin building new business relationships to generate sales leads.

Insight

Email and standard DM material is so often disregarded and ends up in the garbage bin or junk folder of the inbox. To capture attention you need two things – 1. a relevant and significant incentive 2. A disruptive piece of communications that cannot be ignored.

Solution

We needed a creative solution that aligned with Telstra’s campaign proposition, reach new heights with Telstra. The creative idea that we developed leant on this proposition with the outputs being an opportunity to win a ride in a hot air balloon and a piece of DM came in the form of a large white box containing a weighted, branded helium balloon. Attached to the balloon was a A6 leaflet which encouraged the recipient to visit a microsite hosted by Telstra where they would submit their contact information to enter the draw to win. The DM package and incentive working cohesively with the proposition, meant Telstra was able to run a simple and effective campaign, directly engaging their desired new business contacts.

Results

The balloon boxes were sent to 83 carefully selected recipients, from 40 companies across London. Following response to the mailer, the recipients were contacted by the Telstra sales team to engage prospects and set up meetings.