Telecom Your Call

Client: Telecom

Project: Your Call

Solution: RedDirect

Launched: September 2005

Campaign length: 5 days

Background:

Telecom is one of New Zealand’s leading telecommunication companies and over the years has established a solid relationship with Run The Red through the successful campaigns and the great user experiences that have been achieved.

Therefore Telecom again wanted to enlist the help of Run The Red with implementing a txt solution into their
‘Your Call’ project.

The Objectives:

• Give Telecom customers the chance to vote for their favourite calling special. 
  
  
• To ensure that there is a fast turnaround on message replies.
  
  
• To encourage a positive brand image of Telecom.

• Web
  
  
• Print
  
  
• Radio

The Strategy:

Run The Red worked closely with Telecom to create ‘Your Call’, an interactive polling competition where Telecom customers voted (by phone, web or SMS) on which calling specials they would like to see happen between 6pm Friday 23rd September 2005 and midnight Sunday 25th September 2005.

The vote lines were open between Sunday 16th September and midnight Wednesday 21st September in order to calculate the votes before the weekend, and customers were given two calling special options. A= 99c Sunday (talk up to 2 hours) or B=$10 Talkathon for the entire weekend. 

This campaign was the first time Telecom had given their customers the ability to choose a calling special, and they enticed customers to vote by making the competition FREE.

How it worked:

• User were able to txt their option, either “A” or “B”, to the decimated short-code.
  
  
• Through the use of RedDirect the users received fast turnaround on reply messages, and an update on the current poll status.
  
  
• Once the competition closed, the information was passed on to Telecom who tallied up the votes and confirmed the calling special.
  
  
• A text was then sent out to Telecom mobile customers indicating which calling special had won, when it started and what it involved.
  
  
• At the end of the weekend, Telecom was also able to send a “closing” txt:“Wow what a weekend! The weekend calling special has now finished, I hope you enjoyed it!”

The Results:

• The campaign was a great success with over 49,300 txt messages received throughout the entire five day campaign!
  
  
• Telecom customers loved the fact that they could decide which special they wanted, which enhanced the brand image of Telecom.