Giving "un-sexy" cable some sizzle
Who could forget this advertising jingle promoting a well-known local business?
Total Telephone, now you're talking, Total Telephone, now you're talking.
We're pretty sure you would have heard it enough times to be singing along to yourself right about now.
The challenge for Total Telephone today though, is that their little jingle has worked just a bit too well.
There's no doubt, when you think telephones, you think Total Telephone but how could the business now begin to educate its customers on the rest of its products and services?
Additionally, how could Total Telephone pique the interest of its customers in a topic as "un-sexy" as cabling?
This was the scenario that TT General Manager Kevin "Mack" McDonald dropped on the desks of RMS and Perth-based design partner Lateral Aspect.
"Some time ago we realised that not all of our existing and potential customers knew of the entire suite of communication products and services we offered," Mack said.
"Mobile customers did not know we did telephone systems and visa versa and they especially did not know we did telephone, fibre optic and data cabling."
So the combined power of RMS and Lateral Aspect went to work, backed up by a 15-year history of working with Total Telephone.
Lateral Aspect director Mark Lucas developed an advertising concept that would be generated completely by computer animation.
And RMS went to work on developing the right media mix for optimum results and driving that advertising budget as far as it could possibly go.
Dousty worked on a booking schedule with both GWN and WIN with the aim of targeting difficult to reach business owners.
Every morning at RMS we receive updated data via our AB Nielsen Overnight People Meter survey which allows us to identify the types of programs particular audiences like to watch.
It's no good running a campaign based on high repetition if all the ads appear in time-slots when your target audience isn't watching.
Our focus is always results - the right people in the right place at the right time.
The TT campaign was launched on Sunday, July 12 with placements in Weekend Sunrise and Seven News on GWN and 60 Minutes on WIN.
If you haven't seen it already, take a look at the dynamic result by following this link.
Mack said it had already received an excellent response but considered it "early days" for a campaign like this.
But of his experience with RMS, Mack had this to say:
"RMS is one of the very few companies I have written to over the years to congratulate them on their customer service excellence and in fact I have done it on three separate occasions".
