Overview 

This is a reminder of the upcoming fibre boosts for selected 100Mbps plans. As communicated last month these changes are scheduled to begin Friday 19 November and complete on Wednesday 1 December. For more detail on the upgrade process, including a detailed schedule for these changes, please refer to the change pack available on our dedicated webpage. 

We are now providing an update on our marketing plans plus the Big Fibre Boost lock-up you can use, along with a request for feedback on our proposed call-to-action options. These relate to marketing activity aligned with the boost completion starting 03 December. Please review the options proposed and provide feedback by Wednesday 17 November. 

 

Marketing update 

Activity has started to build in the lead-up to the boost being completed. We are focussed on building awareness of the boost, what behaviour drives the need for bigger capacity, and explaining what is happening. 

All November	Facebook, Twitter, LinkedIn & Instagram	A series of activity focussed on building awareness of the boost and creating clarity around what is happening
Fri 05 Nov	AM Show segment	Kurt Rodgers, appearing on the AM Show to discuss our ambition to propel NZ into the top 10 of global speed rankings
Mid-Nov	PR/sponsored content	Range of activity with world renowned technology commentator Benoit Felton.
28 Nov-03 Dec	Lead-up media	Digital partnerships with key publishers showcasing the amount of data that is being used in real-time. The Big Fibre Boost is coming activity – TV, digital and social.

 

In the marketing pack we shared last month we said that we would work with you on the call-to-action for consumers. We appreciate that our changes are just the first step in passing on the boost to consumers, in our communications we need to ensure consumers know that they won’t have a boost automatically or immediately. So, we would like your feedback on two proposed call-to action options for our marketing.  

 

Call to action options  

We would like to get your feedback on two options proposed for the Chorus Big Fibre Boost marketing call-to-action.  
 

Option 1:  

Directing all queries back to broadband providers by using something like:

• ‘The Big Fibre Boost is here. Can you get it? Check with your broadband provider.’ 

This allows you to directly control the narrative with your customers. However, it may drive  traffic to your contact centres from people who see the Chorus advertising. 

This could be mitigated by you within your own channels, for example, sending out communications to your boosted customers prior to 03 December when our 'Boost is here' activity goes live. 

 

Option 2:  

Directing all queries to chorus.co.nz by using something like:

• ‘The Big Fibre Boost is here. Can you get it? Check at Chorus.co.nz’. 

In this option we will create a page on our website that has all providers listed with a link to your website where you have information on the boost or includes a line of copy provided by you that has information your customers should know. 

This would give customers access to the information they need and may drive less traffic to your contact centres. 

 

Request for feedback: Please provide feedback on these options here by Wednesday 17 November. 

    

Big Fibre Boost lock-up  

We have developed a Big Fibre Boost lock-up that we will be using across all our activity. We are happy to share this with you for use on anything you do related to the boost with RSPs, to create continuity between what people are seeing in our promotional activity and the product you sell. 

 

 

The creative can be downloaded here. Usage approval is not required but we do ask that you don’t alter the lock-up.   

 

Contact 

If you have any queries, please contact Roxinne McCord.