TalkTalk’s business arm was trading as Opal Telecoms, and doing OK. But OK wasn’t OK. The company hatched an audacious plan to become as big as its residential big sister in 3 years.
Business Telecoms is a tough market to get noticed in. For the
average businessperson telecoms simply isn't top of the agenda. We
only notice it when things go wrong. It's at these times that we
see our providers for who they really are. Slow to respond,
resistant to change and inflexible to our wants and needs. This is
not Opal/TalkTalk Business. This is the Old Telecoms Giant.
He highlights the inadequacies of their current providers'
networks and services and at the same time opens the door to show
them the new way. This campaign helped to increase inbound leads by
30%, had click through rates of a high 11.2% and the online web
conversion rate was up by 28%.