Business Tolls

In a market characterised by 27 competing providers Telecom was being undermined by new players' low price offers.

 

Advertising Effectiveness Winner:

'B.E.S.T. Business Tolls'

Agency: Saatchi & Saatchi

TELECOM NEW ZEALAND

Telecom could rightly be described as under siege when it came to cutpricing activity in the business tolls market in 1999. A plethora of plans offered by 27 competitors was causing confusion and had the potential to continually leak market share.

Telecom decided to provide a solution that offered significant savings based on the customer's actual spend on tolls. The difference between this solution and the offerings of competitors was simple instead of a business trying to fit their situation to a tolls...

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