Tiscali 2008 Annual Report Download - page 18

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17
TISCALI GROUP
UK - ADV CAMPAIGN
“Home Early”
(ADSL and Voice Campaign launched by Tiscali UK)
The most successful advertising campaign in 2008, produced by
subsidiary Tiscali UK, was “Home Early” which promoted Tiscali’s
brand new up to 8Mb Superfast Broadband package with Free UK
& International weekend calls, plus a free wireless router all for
£6.49 a month for the first three months then just £12.99.
The advertisement uses humour to carry the product message
and is based on a well-understood scenario of a wife being
discovered with her lover by a husband returning “Home Early”.
The campaign objective was new customer acquisition and to reinforce
Tiscali as the UK’s best value Broadband and Talk provider.
The advertisement was broadcast in Q1 2008 and was
masterminded by MWO design agency and directed by Tristram
Shapeero.
The TV campaign was supported by both radio and national
press with the unmistakable Joanna Lumley as the voice of
Tiscali.
During the campaign period (Jan-Mar ‘08) Tiscali acquired
110,548 new broadband registrations with a voice bundle
attach rate of 69%. We also achieved our highest brand
awareness level for Tiscali at 70%.