Creating an integrated trade marketing campaign


SELLING TO THE MOST DIFFICULT MARKET OF ALL... CYNICAL MARKETING PEOPLE

The Challenge: Telstra moved from mag-striped phone cards to chip cards. Problem - the cost went from 50c to $5.00 per card. How do you make money on selling $5.00 worth of calls per card? The Solution: Turn the card into an advertising medium. Sell the face as ad space and develop promotional functionality into the product. We then went about creating an integrated DM, brochure & B2B print campaign. We even gave away a trip for 2 to the Cannes ad awards. The Result: Within 6 months Telstra had signed many major advertisers - including breweries, food and drinks manufacturers - significantly reducing their card costs.