COMMUNICATIONS
Spot the 14 cents To Win/Canada In 1997, British Columbia’s leading telecommunications company BCTEL launched an af1/2nity plan, providing new flat rate billings for direct dial and calling card long-distance calls within North America. But with phone price war clutter detracting from BCTEL’s ability to stand out as the best choice for long-distance service, the company immediately saw the need for an out-of-the-box approach that would differentiate it from the competition. It all revolved around a 14 cents rate that undercut competitors by a full penny a minute.
Although BCTEL had enjoyed a monopolistic history in prior years, the highly competitive Canadian market had resulted in a large percentage of brand-switchers who traveled back and forth between BCTEL, Sprint, and AT&T, depending on what was being offered at the time. To make matters worse, BCTEL’s advertising budget had already been set for the year, and the client had serious concerns about the ability of ads alone to achieve accelerated awareness for the new rate.
So BCTEL charged Toronto-based promotion agency GeneratorIdeaworks with developing a campaign that would demonstrate its new competitive plan, while at the same time generate media excitement that would circulate word about the 14 cents rate.
The agency staged a series of launch events in key Canadian cities that incorporated a 14 cents flat rate icon in as many places as possible. Consumers were asked to phone in to a toll-free “spotline” to report sightings of the 14 cents symbol, which was projected Batsign-like on buildings, bridges, and other prominent structures. Boats towed huge inflatables of the icon through Vancouver harbors, and six-foot fuzzy “14 Man” mascots showed up at sporting events and street promotions. A six-person team rappelled off the 21-story BCTEL corporate headquarter building and unfurled giant “14 cents” flags.
Consumers had everything to win: lower phone rates, and chances at $90,000 worth of prizes. The company offered a comprehensive portfolio of BCTEL services and products, and a trip anywhere in the world that Canadian Airlines flies as the Grand Prize.
Results were outstanding: More than 25,000 people called the spotline to report an icon sighting over the four-week promotion period. The promotion generated more than $239,000 in free publicity (BCTEL spent $55,000); and the 14 cents symbol flashed on TV screens during the highest rated shows a minimum of eight times per day. Best of all, the program helped BCTEL stem weekly losses of 11,000 subscribers by more than 60 percent.
