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Vodafone & 3 Mobile case study

09 May 2011  |  Share this page:     LinkedIn

Business need:
The 3 Mobile direct channel was acquiring customers through a mix of DM, print and online media. Although successful, these mediums were unpredictable in terms of Cost to Acquire, and also limited in the volume they could drive. The business wanted to test other approaches in an effort to broaden its reach and increase sales volume without increasing its Cost To Acquire.

Solution:
ADAD developed a DRTV strategy that would:

  • Cost effectively engage with key consumer segments through targeted TV media environments.
  • Effectively communicate the core benefits of buying direct and motivate immediate consumer action.

  • Work in harmony with existing brand/ATL activity.

 


Results:
Direct Response TV delivered a significant and immediately quantifiable improvement to the direct channel's marketing effectiveness.

  • DRTV increased inbound sales inquiries by 400% in the first 12 months and became the lead means of driving demand for the direct channel.
  • DRTV performance was closely monitored and ADAD’s optimisation improved results by 30% over the course of the first year.
  • DRTV established itself as a flexible and efficient means of driving a high ongoing volume of sales at a predictable cost and was extended to the Vodafone brand following the merger in 2009.


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