Virtual products are hard to communicate. An effective strategy had to work with a simple, tangible symbol affiliated with the product. In order to render the use (text messaging service via the web platform, the A1 PUBLISHER) tangible, a billboard was used, the origin of all messaging platforms – outmoded, yet still in use. As an amusing reminder of this format, our mailing consisted of a black board, a piece of chalk and a letter in 'sponge' design. A practical mini-folder showed the layout and design of A1. Addressees: about 9,000 business customers of A1 and the communication branch.

The A1 PUBLISHER represents a professional, fast and reliable text messaging service. Therefore, the question arose as to how a messaging platform - a 'text messaging publisher' – could be promoted effectively. The difficulty was successfully resolved. Approximately 2.5% response, the customer's goal was exceeded by 25%! Euro 37,000. CPR: Euro 89.

In view of the permanent income from the service the investment will pay off quickly.