2020 Bronze Utilities and Telecommunications

Agency: The&Partnership

Client: TalkTalk

Campaign Name: Customer Value Statement

Campaign Overview

Revealing broadband’s true value

TalkTalk was on a mission to underline its service as a connector of families, provider of entertainment and the key to people’s digital lives.

Strategy

TalkTalk positions itself as a value player. That meant customers didn't always appreciate the quality of service, only thinking of the brand in monetary terms.

The firm wanted to bring increased usage during lockdown to the fore for individual customers to demonstrate the level of service and value they receive. The&Partnership, which worked with Moveable Ink on the initiative, drew data from multiple business areas and partners to build a personalised experience.

Up to 23 user-specific data points and facts from a 13-week lockdown period were analysed, allowing customers to see their own reliance on the service mirrored through their consumption habits.

TalkTalk also set a second objective of providing customers with personalised next best actions.

Creativity

The team wanted to make broadband usage tangible and relatable: to turn connectivity from megabytes and cables into things customers really cared about.

The main challenges were around communicating complex data points in a visually engaging way and simplifying confusing industry language to make it understandable. But the work also needed to be a flagship brand piece that set the bar for future campaigns.

Email was the best channel for the job because of its flexibility and ability to land the whole story in one communication.

The chosen technology allowed data points to be converted into the story of lockdown

Results

The value statement exceeded expectations. TalkTalk delivered the campaign to around 500,000 customers, and achieved a 52% open rate versus 40% TalkTalk average and 15% industry benchmark; more than 257,000 customers opened the communication.

CTR was also strong at 6%, significantly higher than average for this kind of communication.

The clickable content encouraged customers to explore other TalkTalk features that data suggested could improve their experience. Driving more than 3,400 incremental product upgrades and service sales was an unexpected bonus.

Further iterations are now in development to become a key communication within the customer lifecycle.

The Team

TalkTalk - Tom Burrell, Head of Customer Marketing - Darren Ferry, Customer Marketing Manager - Russell Cordingley, Marketing Automation Senior Manager

The&Partnership - Fiorella Pilling, Account Director - Ayo Adegbenro, Senior Account Manager - Andy Bunday, Creative Director - Adam McGowan, Art Director - Daniel O'Keeffe, Copywriter - Charlie Jackson, Senior Graphic Designer

Moveable Ink - David Cho, Senior Client Experience Manager

Contributors

Moveable Ink