telstra local area marketing
Segmenting market into mosaic groups by demographics and product holding, built a campaign targeting low index audiences to acquire new / retain existing customers and increase market share within a specific product category - SIM only mobile plans.
Using tailored offer, messaging and imagery to drive local store traffic.
To combat the competitive offers for SIM only plans in market, we identified target local areas for acquisition and retention with the media agency (OMD). Based on the demographics of the areas, we split the segmented audience into groups, whom we reached with OOH, Transit, Letter-Box-Drops, Half-Page Press, Full Page Press, Radio, LAM templates available to local store staff members.