Telecom New Zealand direct mail case study

When Telecom New Zealand was looking for the ideal pre-launch target audience for its new mobile broadband for Macs it chose the creative community: Mac-loving early-adopters and technology trend influencers would be sure to start creating buzz and word of mouth.

But agency creatives are notoriously hard to impress, so to win them over Telecom NZ mailed 77 of the country’s leading creatives an inflatable life-size body double, under the banner: ‘No one will know you are gone’. It directed them to a website where they could find more ways of getting out of the office – the T-Stick for Macs being the most effective.

The campaign by RAPP New Zealand led to almost a quarter of the country’s entire ad industry registering online to win a T-Stick prize package. It also attracted media attention and ended up on blogs – and Telecom NZ was flooded with calls and emails.