Our target were small and medium companies with four or five telephone lines. We used direct marketing to generate a positive disposition towards the contract change and provoke an automatic reaction to change the contract modality. After the mailing we did a telemarketing campaign to maintain client interest and close the sale. Creativewise we wanted to echo the relationship between an antique product - Volkswagen Beetle - and a current version. Message: although you made the right choice a long time ago, we have a new version adapted to current times.

We recorded a response rate of 28% higher to the average of 18% previously obtained in these type of communications. As a result of the telemarketing action, 90% of those surveyed confirmed the commitment to migrate. They had enough information and considered that the channels of communication of the brand are appropiate and adequate.