Coaster
Optus Telecommunications
Issue 7 | July 2008
Agency
M&C Saatchi/Mark
Creative Team
Gavin McLeod - Creative Director;Hamish Stewart- Head of Copy ;Shane Bradnick - Art Director ;Dustin Lane - Copywriter ;Dave King - Copywriter
Production Team
Jo Revill
Other Credits
Josephine Crosby - Account Service
Date
August 2007
Background
Optus wanted to reduce churn amongst the younger members of its mobile customer base. This market is traditionally price sensitive, and therefore liable to change telecommunication carriers based solely on the price offerings of competitors.
Idea
The agency’s idea was to inform these younger mobile customers about Optus’s SIM Backup service. These customers would be more accepting of the technology and also prepared to promote the service through word-of-mouth.
SIM Backup allows Optus customers to have the contacts they have stored on their mobile phone securely backed up to a central database. That way, if they lose their phone, they simply receive a new SIM card with their contacts already stored on it. By offering this service for free, it would serve as a quasi contract, because customers would be less likely to churn if their contacts were safely stored with Optus.
Results
17% of all Optus SIM cards now activate the SIM Backup service, equating to more than 1,037 activations daily.
Our Thoughts
Having lost my mobile (along with all my contact numbers) the very weekend before seeing this mailer, the benefit of the SIM back up service was all too clear. And the beer mat idea – replicating the context in which people are most likely to lose their phones – gives it all the more impact.