Results blew already high expectations out of the water. Some 27% of direct mail recipients switched to the TalkZoneZero plan almost immediately. The TV recall figures were exceptional: 75% of Vodafone’s existing customers recalled the TV campaign, and of those people, 89% felt it was relevant to them. Even better, the ads were recalled by 92% of customers of Vodafone’s main competitor, Telecom. Overall, the TalkZoneZero campaign was responsible for 40% of all new Vodafone customers.