Hard-hitting, multi-channel campaign communicating the 'Free Entry' offer and generating response.Range of broadcast and narrowcast media channels deployed to maximise reach and response.DM to cold list data with telemarketing follow-up to non-responders. Telemarketing acquisition from cold list data. Impactful banners and pop-ups across range of start up business sites. Integrated regional radio & press campaign.Responders followed up with added value offer of helpful literature to cement their relationship with Yell and further encourage sales conversion. All creative featured telephone and freepost response mechanics developed to be simple and supportive to the offer.

Responses exceeded expectations and were higher than KPI's set by client. DM achieved 3.4% response rate against KPI of 3%. Telemarketing delivered average response rate of c.13% against KPI of 10%. Online delivered average click-through of 1% increasing to 3.17% on best performing sites. Results of regional radio and press activity cannot be released but met expectations.Added value follow-up mailings generated 7.1% response.Overall the campaign generated 6,800+ line entries and 2,900+ sales leads, amounting to £350,000 revenue in year one and expected three year revenue of over £750,000, far exceeding the targets stated in the objectives.