ACM & Pennytel

To build Pennytel from the ground up to become a profitable Telco brand in the market and drive acquisition quickly into a solid customer base.
The Brand
Pennytel
The Media Owner
ACM
The Objective
To build Pennytel from the ground up to become a profitable Telco brand in the market and drive acquisition quickly into a solid customer base.
The Execution
ACM implemented a targeted campaign with tailored messaging highlighting Pennytel’s key USPs. Media appears across the national agricultural network, 14 major daily publications, the ACM regional network and associated websites as well The Senior national mastheads and EDMs to a Senior database of 20,000. Creative executions involved high impact (eg wraps/ DPS/ Broadsheet inserts) timed with promotional offerings, customer testimonial campaigns, sponsored content (educational), segment specific creatives, e.g. weather pages or TV guides, as well as simple brand awareness adverts in both print and online.
The Results
  • Through the use of multiple media assets, Pennytel has gone from a zero customer base to over 17,000 active customers over a two year period
  • Once acquired through ACM media assets, the Pennytel customer stayed loyal with a Avg Churn Rate of 1.46%
  • A target customer of 55+ years old was achieved with the average customers age being 66 years and almost 80% of their customer base being 50+ years

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