Naturally, Chorus wants all Kiwis to have the best possible internet connection, but in migrating people to fibre, another business challenge unfolds. Chorus is now maintaining two networks; both fibre and the older copper network (ADSL & VDSL). This has a cost impact on the business and as a result, Chorus is invested in migrating as many homes as possible onto the one fibre network.
With early adopters already having made the switch to fibre, the opportunity and challenge lay in educating main stream New Zealanders. Many consumers don’t understand the benefits of broadband nor are they aware it could increase the value of their home. Chorus knew the answer was a door-to-door campaign, that would allow them to connect with Kiwis face to face, generating awareness of the benefits of Broadband. To do this, Chorus needed a team of charismatic, friendly, Brand Ambassadors and some epic project management and logistics expertise. Naturally, they came to Copper.
Our brief was two-fold:
1) Design a pan regional migration campaign that delivered quality and effective conversations door-to-door, meeting objectives and KPIs.
2) Execute the migration campaign in a way that positively reflected the Chorus brand.
Copper worked with Chorus to plan a migration campaign roll out in key areas. Our next task was casting, training and managing a large, nationwide team of Chorus Brand Ambassadors. Each regional team represented New Zealand’s growing diversity. Our extensive training enabled Brand Ambassadors to comfortably and effectively tailor conversations to relevant demographics and locations, in multiple languages.
Throughout the 12 months we also ran data analytics, logged sentiment in real-time and implemented a live feedback loop. This enabled us to tweak the campaign based on customer feedback, ensuring maximum efficiency and ROI.
We exceeded our agreed migration targets, with thousands of New Zealand homes connected to the new fibre network as a result.