Brand Experience and Activation > Use of Promo & Activation
MYCOOL BOLT-ON
JWT CHEETHAMBELL, Manchester / JT (JERSEY TELECOM) / 2012
Overview
Credits
Overview
ClientBriefOrObjective
JT is the Channel Islands’ main telecom provider. They wanted to launch a new collection of bolt-on tariffs that could be added to pay-as-you-go mobile phones: 500 free texts for £5 a month etc.And they wanted these tariffs to be known as bolt-ons.
Effectiveness
The uptake of bolt-ons by existing Pay-as-you-go customers was a notable measure and results were great. The percentage achieved for JT’s ‘Data’ bolt-on alone was 144% of target! In the declining PAYG sector, JT saw the highest activation of new customers for 2 years. In addition, JT’s brand perception rocketed. Anecdotal feedback (and online / offline column inches) from customers, businesses and the media showed that the campaign significantly raised JT’s profile in terms of stature, product offering and communications.
Furthermore, Michael Bolton’s global fan page saw 100% endorsement of the campaign and a demand for actual Michael Bolton phones!
Implementation
With thousands of pay-as-you-go deals being launched every day across the globe, JT wanted to make sure that theirs stood out. In a strange but fortuitous bit of luck, a certain internationally renowned, soft rock legend was just about to release his new duets album. The link was too good to miss. Michael Bolton agreed to be the face of JT’s MyCool Bolt-on campaign. In press, in store, online and on radio we reworked some of Michael’s most famous song titles to fit in with each of the deals, such as ‘How am I supposed to text without you’.
Relevancy
The products were called bolt-ons.Michael Bolton was launching a new album so was in the news constantly for the period of the campaign.
By simply changing familiar song titles we were able to get people talking, laughing and engaging with JT.
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