Cannes Lions

WIRELESS BUSINESS SERVICES

EURO RSCG DEVON DIRECT, Berwyn / NEXTEL / 2003

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Overview

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Credits

Overview

Description

Appeal to the aggressive, competitive nature of these high-level executives with an eye-catching, boxing-orientated package. It arrives shrink-wrapped, so the recipient's name and industry are clearly visible on the box. Inside, copy continues the pugilistic theme, describes Nextel's widely recognized capabilities, and provides credible business reasons for contacting Nextel. The customized letter contains a P.S. describing how Nextel's solutions provide a '1-2 Punch.' The crowning touch of this hard working package is a boxing glove, autographed by former heavyweight champion Joe Frazier, that symbolizes how Nextel can help companies 'Punch up their productivity.'

Outcome

A selective mailing of this '1-2 Punch' dimensional package brought in an impressive response rate of 37.5% from hard-to-reach decision makers at key Fortune 500 companies. Though the sales process at this level is usually quite long, the results to date signal the potential for an exceptional ROI.

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