Speaking your language.
Spark wanted to target their Auckland Chinese customer base with a Fibre upsell piece. But our data only revealed areas with a higher number of Mandarin-speaking households, not specific households themselves.
You can trust Spark as a Broadband provider, we understand your needs and give you added value.
Using a double-window envelope (first of its kind), we created a double sided letter, with each side perfectly tailored to each group.
Objective: Convert 2% of existing customers to Spark Fibre.
Result: We converted 2.9% which is a lift of 1.8% against the control group.
Objective: Reduce broadband churn by 10%.
Result: We reduced overall broadband churn by 11%.
Objective: Add value to the Asian market without alienating English speaking customers.
Result: Anecdotal feedback was hugely positive “We hardly ever get letters that we can read. It made us feel very special.” – Comment to the One World Call Centre. (In Mandarin, of course).