Optus direct mail case study

Optus, one of Australia's largest telecoms companies, needed to increase awareness of its brand, particularly in the small business market, as research had identified a need for practical solutions to help this sector survive the recession.

M&C Saatchi persuaded Optus to switch from a traditional retail acquisition strategy to longer-term relationship building and lead generation.

The new approach combined direct mail and email, web, press and radio, driving traffic to a website with content from top Australian business commentator Peter Switzer. The site offered practical tips for small businesses, while capturing registrations and creating leads.

The site launched in June 2008, and quickly attracted more than 100,000 visitors – 140% of target; the exit survey revealed that one in five people wanted to learn more about Optus products.