Each month approximately 10,000 postpaid customers contracts expire or are within 3 months of expiring – these customers become eligible to upgrade to a new Telecom Mobile. At the same time, a competitor is highly active in the market putting these customers at even greater risk. The Client brief was highly prescriptive calling for a flat direct mail solution - however we had other ideas -

Prior to the “sweet deal” campaign, direct mail upgrade programs had not exceeded 20% response (sales).The latest results (December 2005) show “sweet deal” yielding an unprecedented 36% response (sales) – an incredible 80% incremental gain in sales.Further, the introduction of the online element drove additional sales through a new channel, with 23% of those who visited the online “bean counter” microsite, converting to a sale.As a result, the sweet deal campaign has been so successful that it has now been turned into a regular upgrade program for Telecom New Zealand.

We created an integrated solution that was so irresistible it enticed these customers to upgrade to a new handset and reduced churn. The ‘sweet deal’ pack leverages detailed customer database information to customise individual upgrade offers. The offer is further ‘sweetened’ by the addition of a generous packet of jelly beans. ‘Sweet’ is a colloquial term commonly used in New Zealand to refer to something that is ‘very good’. The pack invites the customer to visit an online microsite - ‘the bean counter’ –to view offers based on their current plan and purchase online.