Direct > Product/Service
CENTREX
DRAFT, London / TELEWEST BUSINESS / 2005
Overview
Credits
OVERVIEW
BriefExplanation
Organisations are haemorrhaging costs unnecessarily through their current telephone system and they don’t realise this. A managed solution would be more cost effective. Although reducing costs is high on the agenda for most organisations, telecoms is not top of mind - prices are falling so telecoms feels like good value. This coupled with the fact that the person responsible for maintaining the system also has a ‘day job,’ meant that we had to work hard to engage them about a subject at the bottom of their to-do list. Our brief was to engage them and generate 250 qualified leads.
CampaignDescription
The creative idea focused on dramatising the common denominator in telecoms; the socket in the wall that every phone plugs into. The execution dramatised the thought - and gave it teeth, literally - that this innocent, little box that’s tucked under your desk, was really a parasite eating into your company’s bottom line.The direct mail communication formed the hub of a fully integrated campaign which also consisted of email and telemarketing. The call to action was to call to discuss your requirements or visit a bespoke microsite which contained dynamic content - www.telewest.co.uk/centrex.
Outcome
The pack formed the hub of the campaign which resulted in 291 fully qualified leads at a cost of £343 per lead for a product with an average sales value of £10,000.The campaign resulted in 645 enquiries with 291 leads being generated, 171 future interests being recorded, and 183 requests for more information surpassing targets. The cost per response was just £155.
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