Cannes Lions

PUSH MAIL

PKP PROXIMITY, Vienna / MOBILKOM / 2005

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Overview

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Credits

Overview

Description

Since the product itself is quite complex, mailings should focus on the main benefit of A1 PUSH MAIL.

Key visual: a miniature detour sign, to show possibilities of the push technology and explain advantages at first sight.To gain higher awareness, it was manufactured with real tin foil, to be subsequently fixed to a glass door or elsewhere in the offices of the recipients.Message: A1 PUSH MAIL: The first detour guiding you directly to your destination!. An unfamiliar, yet irresistible message! Who does not want to find out that a detour in fact results in a shortcut? A folder with a striking layout provided essential information about A1 PUSH MAIL and how to apply for this new service.

Outcome

12.9% of the recipients subscribed to this new service. Break even was reached after only four and a half months.

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