2024 Gold Unaddressed Print and Door Drops

Agency: Go Inspire Group

Client: EE

Entry Title: Dialling Up Full Fibre Success

Executive Summary

In the rapidly evolving UK broadband market, EE faced fierce competition from the likes of Openreach, Virgin, and Allnet. But this also brought new opportunities.

Strategy

Determined to connect more personally with customers, EE delved into understanding local nuances including demographics on city areas, inner and outer cities, Virgin strongholds, and house/flat vs income.

The strategy included:

• Profiling all EE & BT customers to determine what ideal customers look like
• Identifying the UK’s 10 most attractive prospect cities, ranked by their population vs full fibre roll-out
• Applying the ideal EE profile at postal sector and postcode level
• Removing all existing customers, and recognising ‘undesirable households have a lower propensity to respond in direct channels
• Overlaying the ideal EE customer profile with the profiles of postcode sectors, postcodes and households to determine penetration/saturation of lookalikes
• Ranking the areas into deciles by % penetration of household in each geographical unit
• Applying door-drop execution in areas of high penetration at a postal sector level, with higher penetration receive door-drop

Creativity

Products, language, messages, and offers were tailored to resonate with each unique community. The innovative demand generation and acquisition strategy was powered by audience-based planning, integrating unique third-party data-sets profiling every UK household, and the ideal prospect profiles based on EE’s top customers.

EE’s creative approach brought the strategy to life by hanging the creative off four key principles:

• Clarity - applying insight and feedback from previous campaigns to ensure the message was clear and creative uncluttered
• Urgency - making sure it was clear to consumers to ‘get it before it’s gone’; clear presentation of the offer end date
• Relevance - geodemographic-driven personalisation and imagery ensured the communication caught the reader’s attention and drove footfall to local store
• Channel-first - utilising the channel effectively included a QR Code and dedicated free call numbers; aiding attribution and improving accessibility

Results

Headline results exceeded expectations. CPA 61% lower than forecast. Broadband order volume 380% over forecast. £1.36m in profit, translating to a 24-month ROI of 1,266%.

The key to success was leaving behind a one-size-fits all approach to targeting and combining rich insight from a blend of first- and third-party data to create a laser-focused prospect pool. EE was able to deliver a strong offer with local relevance in a communication that was timely and created a sense of urgency.

The Team

EE - Nathan O'Dell, Head of Demand Generation and Retail Marketing - Anabel Wallis, Campaign Manager - Debbie Hadley, Marketing Campaign Manager

Go Inspire Group - Alanna Pepper, Client Relationship Manager - Ian Welch, Solutions & Consultancy Lead

Contributors

Digitas