Insight showed the TG regarded speakers and cords as necessary ugly evils. This led to the idea “Unusually elegant speakers” where we promoted the built-in speakers from Pause. The wallpaper covering the products was used for dramatization. The sample-DM, posters and web ads where used to create an impact on the “lunch-offer”. The ads carried a direct response price-offer aimed to attract interest amongst the clients of the Target Group, to put on extra pressure.

Campaign ran in February 2007. Goal: 15% response rate = 10 booked meetings with managing directors, leading to 1 closed deal (> €100.000) before April. Result: 24 meetings and new business worth of €170.000 in mid March!