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Jersey Telecom MyMobile
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Brand Identity * * * Interiors * * * Internal Communications * * * Design for Society
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Client
Jersey Telecom

Design Consultancy
Thirdperson
Steve Smith
020 7490 8056
stevesmith@thirdperson.co.uk
www.thirdperson.co.uk

The Challenge
Jersey Telecom lost its monopoly on the telecommunications market in Jersey in January 2003, but didn’t face competition until July 2006, with the introduction of Cable & Wireless’s mobile products. Jersey represents a small and unique market with a population of around 91,000, and the entry of such a huge player was a major threat. Research at that time showed that 89% of Jersey Telecom’s existing mobile customers were primed to migrate to the competitor.

The Brief
Thirdperson was briefed to design and create the identity and communications for a new flexible pay monthly mobile package, with the aim of engaging as many pay-as-you-go and pay monthly customers to sign up to the new contracts as possible, and to safeguard market share by minimising the movement of customers to the main competitor. The specific objectives were to make customers aware of the package benefits and value for money, to highlight choice in a way that everyone could understand, with an overall aim of improving brand perception before the arrival of competition. 		*
 
 
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T-Mobile Bill

All Bar One

Land Securities Retail Advertisements
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Jersey Telecom MyMobile

Good Work
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The Design
Thirdperson and Jersey Telcom worked together to come up with the name ‘MyMobile’ – emphasising that this package gave people control and didn’t try to pigeonhole them into set tariffs. An early positioning message ran, ‘We’ve done away with our tariffs so you can build your own’ and detailed media, including direct mail, focused on representing choice, control and value. A simple colour matrix was designed to help anyone choose the best mobile package for their needs and budget.

The Results
With a marketing budget of £12,655 (Euro18,587) for all communications, MyMobile generated £977,532 (Euro1,435,817) of revenue for Jersey Telecom between 1 July and 31 December
2006. During that time, 33.13% of Jersey Telecom’s pay monthly customers chose to sign up to MyMobile pay monthly contracts, and pay monthly mobile subscriber numbers rose 1.92%, against a projected fall in subscribers of 7.5%. In 2007, 85% of customers surveyed were either ‘satisfied’ or ‘very satisfied’ with Jersey Telecom mobile services, compared with 77% in 2006, and 67% said they were unlikely to switch to a competitor – quite a leap from just 37% in the previous year.

Bronze
Print – Consumer

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