Encourage usage of the new 027 functions beyond simple voice and text calls. The media team sought out environments that people were turning to for movie information that could be replaced by using a CDMA phone.As part of its service to readers, newspapers include a “what’s on at the movies” guide and reviews of current movie screenings and times. Telecom’s CDMA movie guide service can provide a similar service, which would obviously appeal to regular cinema patrons.The solution was to leverage off an established media property to promote and educate regular cinema attendees about Telecom’s CDMA service.The key to this strategy was to use the context of the newspaper property to promote a service that is of value to that particular audience. Because of the relevance of the message, and the fact that this audience is seeking entertainment, the media team was of the view that greater effectiveness could be achieved by integrating our message with the editorial as opposed to running a stand-alone advertisement.We sold the concept into New Zealand’s largest newspaper publishing group, based on:It was a complementary service to their readers.It was an innovative way to use the newspaper, without compromising on editorial integrityIt was an opportunity for newspapers to demonstrate greater effectiveness than television.Once we had secured support, the media team had to consider when best to test the strategy in the marketplace.It became apparent that the best window was in December 2001, to tie in with the media hype building around:The Harry Potter PhenomenonLord of the Rings ManiaMonsters INC Madness.This was coupled with the fact that December is the period of peak movie interest and attendance for the year in New Zealand, and corresponds with School Holidays. All these elements combined meant that it was a perfect time to test a solution built around targeting those looking for information on movie times and reviews.

If the strategy could show an increase in usage in the service over a short period, with all the hype surrounding these movie titles, it would prove the viability of the strategy over the longer term.Activity appeared in both morning and evening papers. The Evening paper was important as it allowed us to get close to the time of movie viewing.Day of week strategy was tailored towards, student nights and Thursday/Saturdays, the key entertainment guide days for newspapers.The strategy proved very successful.Over the month of December the number of people accessing the movie guide service rose by 7%.Consumer research monitors showed a 5% increase in consumer understanding of the key services provided by the CDMA network, with the movie guide service leaping to second most mentioned benefit of the network. Television was doing the job of positioning Telecom Mobiles new CDMA network, however it was failing to convey key benefits and functions.Media led solution identified using a context that would give greater relevance and understanding for a key CDMA service.Media team recommended newspapers, the current major reference source for movies, to promote a new mobile service delivering the same informationIt was done in such a way that crashed into this traditional information environment, creating a new and unique placement and context for the message.The result was the message was floating in the middle of the tightly guarded editorial content, and doing so with what would be considered a competitive product for that editorial. This is a groundbreaking use of newspapers because:The newspaper communication crashed into a regular, well read editorial component of the entertainment page, to such an extent that the editorial was placed around the ad. to allow our message to be an integral part of the editorial.The CDMA movie guide service could have been considered competitive to the newspapers interests, as this service replaced one offered by the paper to its readers.The newspapers had a very targeted property, which appealed to movie goers, the only readers we wanted to communicate with, this ensuring the communication had no wastage.The editorial integration was made more difficult, due to the multiple formats that the established property appeared in, having no standard size or shape.Not only did we integrate with editorial (sacred territory) but also we convinced them to do it for a potentially competitive product, as we were highlighting an alternative source for the information. In effect we created a completely unique and new space for advertising.Testament to the power of this newspaper idea was that the solution achieved what television had failed to do, which was to demonstrate the real value of the CDMA movie guide service.

Television was doing the job of positioning Telecom Mobiles new CDMA network, however it was failing to convey key benefits and functions.Media led solution identified using a context that would give greater relevance and understanding for a key CDMA service.Media team recommended newspapers, the current major reference source for movies, to promote a new mobile service delivering the same informationIt was done in such a way that crashed into this traditional information environment, creating a new and unique placement and context for the message.The result was the message was floating in the middle of the tightly guarded editorial content, and doing so with what would be considered a competitive product for that editorial.