SELLING TO THE MOST DIFFICULT MARKET OF ALL... CYNICAL MARKETING PEOPLE
Telstra moved from mag-striped phone cards to chip cards. Problem - the cost went from 50c to $5.00 per card. How do you make money on selling $5.00 worth of calls per card?
Turn the card into an advertising medium. Sell the face as ad space and develop promotional functionality into the product. We then went about creating an integrated DM, brochure & B2B print campaign. We even gave away a trip for 2 to the Cannes ad awards.
Within 6 months Telstra had signed many major advertisers - including breweries, food and drinks manufacturers - significantly reducing their card costs.