Cannes Lions

BUSINESS DIVISION

PAGÉS BBDO, Santo Domingo / TRICOM / 2010

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Overview

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Credits

Overview

Execution

We knew our target was very hard to reach because their incoming mail is always filtered through an assistant or secretary. Our idea had to breakthrough these filters and catch their immediate attention. We printed over 400 million pesos (approx. 10 million dollars) and personalised moneybags to reflect each company's savings. We hired a money transport company to deliver them without letting them know the money was fake. For them, this money was real, so they had to follow protocol: money always has to be handed to the person it is intended for. Armed security guards in armored trucks delivered the moneybags directly to the companies' top executives. This ensured that our message got to them directly, without passing the filters and thus getting immediate attention.

Outcome

Our moneybags were sent to the top 150 companies in the country. This direct marketing created a lot of word of mouth in the business community, keeping Tricom in their top of mind. This reflected on Tricom’s results. Being a company with basically no budget for this time of portability, not one single client was lost. Including both existent and new clients, our market share grew 70%.

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