• T-Mobile sets tough targets for direct sales
• It tries DR TV to test efficiency versus other media channels
• TV now delivers the lowest cost per response of all direct media

The challenge

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.

After overcoming client concerns that the use of daytime TV would cheapen the brand, that the call centre might be overwhelmed and that the cost of TV meant it wouldn’t be cost-efficient, the first test was carried out.

The TV solution

The brand ad showing a flexible world was edited to contain a more direct sales message. Key information to drive response - price, handset and offer were over-layed onto existing creative, alongside a phone number and website address.

Test activity was planned so that results could be captured via all channels. Initially multi-channel stations were selected based on their match with the existing T-Mobile customer base, using a range of dayparts and programme genres.  This was then rolled out into regional terrestrial stations to increase volume.

Using different phone numbers for small groups of TV stations allowed the agency to analyse the most efficient dayparts and spots. The 30-second ad ran during the day to coincide with the call centre opening hours, with the bulk of the spots appearing on weekdays.

DRTV activity has gradually increased from an initial test of £50,000 per month through to the current £300,000 a month.

The latest DR TV work, which was launched in May 2009, has been run in conjunction with the brand’s Sing campaign, which shows a mass sing-a-long event in London's Trafalgar Square.

The previous campaign in January 2009 was run in conjunction with the brand’s Dance campaign, which showcased the hot dance moves of commuters at London’s Liverpool Street station.

During periods of the year when brand campaigns are not running, the creative reverts to a stand-alone DR TV approach such as the November 2008 T-Shirts execution.

Results

Econometric modelling has shown DR TV to be a strong and efficient sales driver, pulling in customers via the phone numbers on the TV spots, via retail, via other phone numbers and also the T-Mobile website.
Analysing all data, eliminating the impact of market conditions and the strength of the particular offer, shows DR TV to generate the highest number of responses (at the lowest cost per response) where it was part of an integrated campaign.

Where DR TV was used outside of branding campaigns, it was still more cost effective than national press, door drops and inserts.
T-Mobile continues to invest in DR TV month after month, with more tests planned to find even cleverer ways of using the media in the future.