EE used DM as part of an integrated campaign to launch 4G
Provided by Royal Mail MarketReach
EE use direct mail and augmented reality as part of a multi channel campaign to launch EE.
What was the Challenge / Background of the Campaign?
EE had multiple business challenges at launch: to launch a new brand; to launch a new technology (4G); to differentiate against four established brands; and to acquire new customers, in a category where customers are typically locked into contracts for 18+ months.
What was the Campaign Objective?
- To Launch a new product,
- To said out from the competition,
- Acquire new customers.
What was the Solution?
The core product feature; "4G the fastest mobile internet in the UK" made it relevant to what people actually want to do with their mobiles. This campaign worked across every channel. Everything from Direct Mail to retail experiences enabled the audience to interact with EE and 4G.One of the important tasks was to talk to the existing 27 million customers (Orange and T-Mobile), focusing on business customers as well as consumers. The mail piece used augmented reality so existing customers could bring the 4G EE message to life themselves.
What were the Results?
After just five weeks, both spontaneous and prompted awareness of 4G from EE had increased significantly. Most significantly for a new technology, consideration figures showed appeal to a much wider audience than EE customers. In fact, by week five considerations was at the same level as T-Mobile. By month three, EE had drawn level with Vodafone in second place for communications awareness. Won a DMA Gold award.