UNIQUE SITUATION

Web shop Shift had been contracted to re-build the mobile section of Telecom’s website. Shift’s focus is more on IA, design and build so it recommended The Pond, knowing it could pull together a large team of flexible writers, to take care of content.

CHALLENGE

Telecom demanded a new standard of web communication for mobile networks. Plus, a platform on which to base re-development of the rest of its website. This was a big content project made more interesting by the large number of stakeholders within the Telecom business, who were split between Auckland and Wellington.

SCOPE

A large website that was five layers deep (complete with 60-page copy brief).

TEAM

Belinda (Head of Copy), Gerry, Lil, and Donald were perfect for the project given their combined brand, retail and web experience. We also added an internal project leader in Amanda, to champion the brand, challenge IA or creative, and generally act as a client advocate.

STRATEGY

Identify with existing and potential customers on a personal level, without being too familiar, ‘try hard’ or condescending (which can happen when talking about technology). We were to cut to the chase without being abrupt, meaning a lot of existing content had to be stripped back and tidied up.

CREATIVE SOLUTION

The success of the project revolved around the deliberate use of ‘plain English’ language, to clearly explain technology and avoid the kind of marketing speak that sounds good but doesn’t actually say anything. The copy is highly benefit-driven. And the product descriptions, while highlighting the key features, are reminiscent of independent reviews in terms of objectivity. As you can imagine, given the size of the project and number of stakeholders, version control was vital. This was made possible using customised software over a secure site.

THE RESULTS

“The new mobile section and its applications and tools have been universally praised by Telecom’s Senior Management. Visitors will find it far easier to complete the task they have set out to achieve and the Customer Experience (can’t be compared) to the mobile section that is being replaced. Thanks for the considerable part you have played in this change!” - Jonathan Morris, Online Channels Manager for Telecom Retail.