CASE STUDY: T-Mobile dials sales using DRTV
Provided by Thinkbox
T-Mobile sets tough targets for direct sales and trialed DRTV to test efficiency versus other media channels.
What was the Challenge / Background of the Campaign?
Mobile is not a place for the shy and retiring and T-Mobile was setting some tough targets. The mobile giant had traditionally used other direct channels such as inserts, national press and door drops to drive sales and market share in the contract market. With targets heavily increasing, MediaCom proposed that DR TV should be added, given its track record as an effective sales channel and also the mass-market profile of T-Mobile.
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What was the Campaign Objective?
Achieve tough direct sales targets in a competitive telecommunications sector.