Telstra Broadband
The problem
Our agency were tasked with increasing sales of Telstra’s largest broadband plan for business.
How do you sell more of Telstra’s large broadband plan? Easy, just don’t call it their largest.
The insight
Rather than trying to persuade customer upgrades, this problem could be tackled by just changing customers perception of the plans on offer.
The idea
We don't make choices in isolation, we make them by comparision. Therefore by changing what we compare to we can make the larger plan seem like a better deal.
Maserati cars no longer exhibit at car shows, they instead exhibit at air shows. Compared to a Gull Wing G6 private jet, a Maserati or Aston Martin seems like a bargin.
For Telstra we created a much more expensive plan. We then relabelled the other plans. The small plan became extra small, medium became became small, and large became medium.
We had made what was previously large look far more appealing, just by calling it Medium. Meaning for customers unsure of which plan to go for they would opt for the one in the middle.
