As top management are busy and very critical, they had to be impressed. Hang up your coat and start the meeting! The main message in the package explained that with TeliaSonera's telephone meeting service you can handle meetings an easier way. Just hang up your coat and stay in your office.

The DM was triangular to stand out from the rest of the mail. Opening line promised easiness. The direct mailing included a personalised sales letter, a brochure, and a gift: a foldable coat hanger with an imprint of TeliaSonera Meeting Center's service number. The customer was asked to call a named sales representative for further information.

These very busy and equally critical corporate decision-makers responded very positively to the mailing. It was opened and started the dialogue between potential customers and sales representatives. Customers found it easier to call sales reps. One of the signed service agreements alone was big enough to cover the campaign investment multifold. The rest were pure profit. And the image of TeliaSonera as ICT forerunner was strengthened.