The Triplets - Getting Dressed
The primary objective was to gain new customers through acquisition and also upsell existing customers. Goal was to deliver 120k internet subs = 220% of last years target. Second, establish UPC as a Triple Play provider and also build awareness as a telephony provider. The strategy was to create clear, friendly and human communication that would be stand out of clutter, talking to a broad target group and at the same time making clear UPC sells 3 services. The core message was "Internet Faster than anything"
Objectives and target group
The target group was households with income a little higher than the Polish average in cities +100k. This group was chosen because internet is a commodity that is most often purchased by families and the purchase decision is made together. The communication was appealing and funny for this broad target group.
Television was used to create reach, radio and online to remind about the campaign during purchase time (most customers call from work). Additionally the campaign was applied also in all kinds of BTL - doorhangers for sales reps and billinserts for upgrade/upsell purposes. The campaign concept was flexible enough to be extended to all those media.
Execution and implementaion
UPC Internet - 1,5 Mb/s tier. It was chosen because it's price is comparable to slower competitors products and at the same time it allows us to say "we are faster".
This campaign was the first to feature three UPC Triplets but since the results were great and connotation of the brother both to the brand and the services became obvious for the customers we have since used them as a communication platform, having aired 8 new television executions since August 2006.
The three Triplets personalize UPC services and present their benefits in a friendly, human way without referring to technical jargon. Characteristic behaviour of each of the brothers emphasizes particular features of UPC services. The sitcom character of the series provides entertainment to the viewers allowing the campaign to stand out of the clutter and to involve the costumers into relation with the brand.