Tape Recorder.

The Problem

Virtual Private Networks (VPNs) are the next big evolution in Big Business communications. Problem is, most people think their current networks are fine – and with the high costs associated, resistance to change is even higher.

VPNs are also very complex to explain, with Big Businesses receiving more than their fair share of long and confusing sales pitches. The agency faced the unenviable task of approaching them yet again, and achieving what they’d failed to secure for years. A foot in the door.

We had to convince the target that their current network wasn’t ‘fine’ at all: only then would they consider a costly VPN. To do that, we had to make their current network seem clumsy, old and in serious need of replacement.

The Solution

We put together a blast from the past. Key contacts at 100 major organisations across Australia received a box wrapped in faux 1970s packaging. Claiming to offer the latest in advanced voice technology, the box contained an old Panasonic tape recorder, with an analogue cassette inside. When the recipient hit ‘play’, a 70s voice-over delivered the sales message.

The outtake was clear: your network is past its use-by date. A card attached left a number to call for an appointment.

Optus "Tape Recorder" from Mark. on Vimeo.

The Results

100 packs were sent out, and 30 valuable face-to-face appointments were secured: a 30% success rate in the notoriously resistant Big Business sector.

For a DM run that cost AU$24,611 the campaign has so far secured AU$557,340 in annualised revenue with an ROI of 2,165%.

In addition, it is projected a further AU$1,020,660 will be generated in annualised revenue now in the sales pipeline.

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