Create ONE innovative way to reach 2 different targets and accomplish 2 different goals at the same time: strengthen the relationship with clients (leading to contract renewals) and potentially generate new business with prospects (leading to company growth).

A tree personalised notebook. Capitalising on the world’s environmental concern, we produced 820 notebooks entirely out of recycled paper, with the target’s name on the cover. Through a customisation tool, we assigned one tree for each letter of the alphabet (i.e., C for Cedar, O for Olive), so that each name created a unique set of trees, turning this book into an exclusive gift. The notebook was accompanied by a small bag of seeds, as a way to encourage our targets to take action into preserving the environment. To leverage this action’s impact, we created an educational and interactive website: www.rappbrasil.com.br/rapp2008/index.asp?nome=CANNES

Results exceeded expectations. Hundreds of phone calls and emails were received from all targets (clients and prospects), congratulating us for the idea and thanking us for the gesture.

As a successful viral marketing response and creating a social and environmental buzz, over 1,240 emails were sent out by the targets to third parties via website and 285 requests for new books were registered. Plus, three prospects responded most positively. One, a website called “Bolsa de Mulher”, turned from prospect to client. The other 2 have already scheduled meetings and presentations are already prepared.