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 appeared across the national agricultural network, 14 major daily publications, the ACM regional network and its associated website as well as The Senior national mastheads and eDMs to The Senior’s 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 creative (eg. weather pages and TV guides) as well as simple brand awareness advertisements in both print and online.
The Results
- Through the use of multiple media assets, Pennytel went from zero customers to 17,000 active customers in a two year period.
- Once acquired through ACM media assets, the Pennytel customers remained loyal with an average churn rate of just 1.46%.
- A target customer of 55+ years was achieved with the average customer age being 66 years and 80% of their customer base being 50+ years.
