ABOUT

Vodafone appointed us to develop their printed offline acquisition activity for consumer and enterprise mobile phones and contracts. The goals were simple: to increase telesales volumes and decrease cost per response. The consumer purchasing journey has changed. An ‘always-on’ consumer, and a new multichannel sales approach has seen Vodafone’s sales objective become broader and more complex. In an increasingly competitive market, we continue to find solutions and deliver results for Vodafone month by month.

We began with a complete reappraisal of Vodafone’s communications. The findings were then validated and optimised through eyetracking. We also implemented a ‘test and learn’ programme. In collaboration with the media agency to ensure optimisation across creative,messaging and mechanics.

Results
In the first three months, we reduced cost per response by 10%.
Since then we have continually optimised through constant testing.
The introduction of QR codes to print ads drove a 124% incremental response volume in the first four months.
QR codes also drove a 26% higher telesales response than the like-for-like control without QR code.
The addition of mobile banners and splash pages to our demand generation activity has delivered a 9% increase in response volume.