Telecom ‘A phone worth framing’ direct mail case study

Telecom wanted small business customers to upgrade to a new phone and sign a new contract on their XT network.

However, research showed nearly 50% of these customers were unlikely to consider it and were coming out of their existing contracts in droves.

The idea, then, was to drive them to their nearest dealerships where they could see how amazing the new generation of XT mobile phones is.

To connect the direct mail to the retail experience, customers were mailed a special carrier bag with a gold frame around it to show off their brand-new phone. It included a plan recommendation, a choice of handsets and a special upgrade offer.

While Telecom is reluctant to divulge the results, many of the 25,000 small business people mailed leapt at the chance to improve their business image with a new phone.

As for the bags, once they had been filled they lingered for months in homes around New Zealand.