USING AN OLD TECHNIQUE TO DELIVER MODERN TECHNOLOGIES
Background: On average, 5,000 new homes become fibre enabled each month and the BIG 4 (Eir, Vodafone, Sky and Virgin) compete aggressively for these customers. Insight suggested that customers are not informed that their exchange has become fibre enabled meaning they are unaware of the fact that they could be enjoying speeds of up to 100Mbps.
The objectives were to:
1.) Drive leads through a dedicated inbound number.
2.) Put Vodafone top of mind when they were eligible for a Fibre upgrade.
3.) Drive awareness and acquisition of “Fibre in your Home” in areas that have been fibre enabled.
Our approach always begins with an insight which is Real Market and customer understanding, that people RELATE and REACT to, and inspires CHANGE if acted upon. Tasked with effectively communicating the benefits of increased speeds through Fibre and targeting customers through Direct Mail which was shown to have greater cut through.
29,000 homes targeted as part of campaign with a blended average of 56.8% adoption of Vodafone Fibre Broadband.