Cannes Lions

T-MOBILE SPECIAL CALL RATE OFFER

WUNDERMAN GERMANY, Frankfurt / LUFTHANSA / 2008

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Overview

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Overview

Description

A mailing to advertise a special offer for female Miles & More members. The offer contains a stylish mobile phone, a contract including 200 free call minutes, a trinket and an additional 5,000 bonus miles.The target group is defined as fashion-, accessory- and lifestyle- oriented, with design being more important than technology and mobile phones playing an important role when signing a contract for a provider.

Execution

The call rate is really fair priced, the mobile phone has about 1,000 special features and the 5,000 bonus miles on top are also not to be scoffed at, so the arguments are quite persuasive.

That’s exactly why we push them aside, tell only what is absolutely necessary and otherwise “play” with what is considered as “typical female curiosity”. A self-mailer set up as a handbag; all features of the offer are shown as the bag’s contents, including a mobile phone dummy advertising the actual offer.

Outcome

With a printing of 100,000 mailings, we received exactly 9,107 calls. 1,286 new contracts were signed.

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