vodafone

Background

More than 3.8 million New Zealanders– or about 92% of the population - are now estimated to have a mobile connection. As at 30 June 2008, Vodafone New Zealand had a customer base of 2.4 million customers.

Competition in the New Zealand mobile market is intense, with customers benefiting through the introduction of many new products and services. These include TXT and PXT messaging, voice and data roaming, caller ID, wireless internet and Vodafone live! Customers are now also able to enjoy 3G-enabled products and services including video calling, mobile television and full music track download.

Situation

A catalogue had been developed for Vodafone. A legal issue was identified and was of such significance that the decision was made to stop the catalogue going out at the last minute. The advertising agency contacted Reachmedia and asked Reach what they could do to help.

Reachmedia’s main network supervisors had already received the catalogues ready for distribution. They were asked to stop distribution and where possible, retrieve those already sent out for delivery. All copies had to be destroyed.

Reachmedia reacted to the request with a high sense of urgency and speed. Based on great communication and tight teamwork, they were able to retrieve all the catalogues which were already in the process of being distributed. They recycled all the copies they had on hand.

Result

As a result of the speed of action from Reachmedia, none of the catalogues were distributed.

The client appreciated the efforts Reachmedia went to in retrieving catalogues and destroying all copies. The client felt Reachmedia were sensitive to and fully understood the cost implications of the catalogue being released and really exceeded their expectations about what could be done so late in the piece.