Office: Santiago
Client: ENTEL PCS
The Brief:
With high desertion rates among mobile phone customers who’d had their phones for 12-18 months, ENTEL PCS wanted to encourage customers to update to newer ENTEL PCS phones—at attractive discounts.
The Campaign:
Who better to tell these customers that their old mobile phones needed to be updated than the phones themselves? Mobile owners received text messages “from” their phones, saying they were old and ready to give up. The messages encouraged customers to update to a newer model that would be better at doing the work the current phones could no longer do. After this, the customer received an “I quit” letter from the phone, in which the phone sadly acknowledged its own limitations—admitting that it would be very selfish to limit the phone user from moving on. The phone invited the user to learn more about new mobile possibilities through a catalogue.
The Success:
One-third of the targeted customers upgraded to the new ENTEL PCS equipment.