Cannes Lions

TELECOMMUNICATIONS OFFER

MRM PARTNERS NORWAY McCANN DIREKTE, Oslo / NETCOM / 2008

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Overview

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Credits

Overview

Description

The Telecom industry in Norway is highly competitive and all providers constantly compete for each other’s clients with even cheaper prices for quite similar products. NetCom is the second largest mobile provider and is competing towards the largest provider Telenor who also provide fixed lines. Our challenge was to introduce the offer “Fixed Price From Mobile Phones to Fixed Lines”. Our target group is NetCom’s most valuable existing customers, those with a family subscription. Our goal is to make those interested in fixed price to fixed lines to stay with NetCom.

Execution

We made a direct mailing where the offer is easy to understand, so we chose to dramatise its potential outcome: “If it’s free to call, there’s a risk that some people will just refuse to hang up! Here’s a solution for those emergency situations.”

Outcome

We sent out 82,000 mailings and managed to get over 1,600 of our most valuable customers to order this service in addition to several existing services. This increased our revenue on this group and increased loyalty. We therefore kept our most valuable customer base.Please view the audiovisual presentation.

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