One letter box, one week and two super-sized broadband pieces.

We don’t get a lot of DM to our house so it was interesting to see two of NZ’s biggest home broadband providers have a shot at acquiring my broadband spend through my mailbox. In this case, and judging from the physical sizes of the pieces, it was apparent that there was a consistent theme – bigger means better.

It was a standard Monday evening: arriving home from work, sifting through my usual selection of letters, bills and flyers … and then it caught my eye. Big, blue and on brand, it was immediately obvious who it was from. Telecom.

  • The general message: ‘Do more of what you love online’.
  • Offer: $75 gets you 30GB data + landline calls + wireless modem + 2 months free.
  • What caught my eye: the size of the card, the clean and simple layout topped off with a quality print job.
  • What engaged me: the headline – ‘NZ’s most popular broadband plan’. If other Kiwis see value in the plan then you can feel confident that that it’s a good deal. Also, the reference to social. Doing more of what I loved online was talked about as more Facebook, YouTube and Skype – spot on!

On the Thursday I didn’t even get a chance to open the letter box to notice that there was something obscure about my mail. About ten metres down the road, just before my drive way I could see something big and red protruding from the slot. Just as I was thinking about signing up to ‘NZ’s most popular home broadband plan’, Vodafone had something to say – it was loud and clear.

  • The general message: ‘More than you’re expecting for less than you’d think.’
  • Offer: $75 gets you 40GB of data + home phone calling + wireless modem + My Sky upgrade.
  • What caught my eye: The super-sized red envelope sticking out of my letterbox, super-sized letter and offer.
  • What engaged me: Apart from the sheer size and simple layout, the piece was addressed giving it slightly more ‘personal’ feel. The offer was very similar to Telecom’s – you got an extra 10GB of data but not the two free months.

Although the pieces were sizeable, the offers were great, and they definitely caught my attention – they were missing that extra ‘something’ to seal the deal. Because I was currently signed up to a Slingshot package, it was going to take something extra to make me want to switch, e.g. a tie in to reliability and speed of the broadband (two of the most important characteristics of broadband in my opinion). That said, it was still good to see healthy competition alive and well.

Author: Tom Hewlett