Optus wanted to increase loyalty amongst its broadband customer base, particularly those who were either off-contract or nearing the end of their contract term.

We offered customers 12 months free internet security. By committing to the service, they would then be less likely to leave Optus. To highlight the need for the Security Suite, we created a powerful demonstration.

Customers received a fake scam letter from a fictional country, Zamgeria. The letter, an analogy for the well-known Nigerian emails, spoke enthusiastically about a so-called great investment opportunity. However, the letter came wrapped with a warning from Optus, demonstrating that our security suite would intercept any suspicious mail. Interested customers could even call Dr Objowi’s mobile to hear a recorded message.

To say that this simple pack had a big impact would be an understatement! At least 12,000 customers visit the website within the first month. On average, they spent 2.34 minutes there, a strong indicator of high level involvement, which indicates that people are taking the time to read the information. 4,065 (4.1%) customers either took up the offer immediately or asked Optus to remind them at a later date.

Many recipients (approx 100) found the pack so engaging that they even called ‘Dr Opjowi’ and listened to his recorded message (Please listen to the attached MP3 file).