Cannes Lions

WIRELESS INTERNET

MRM PARTNERS NORWAY McCANN DIREKTE, Oslo / NETCOM / 2008

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Overview

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Credits

Overview

Description

To create a door opener to 100 selected business executives presenting our USB-modem and simplifying the booking of meetings for NetCom’s sales staff. Our target group is very hard-to-reach, and they are constantly being hunted by all our competitors, communicating Mobility and Wireless working. To ensure that our clients could access the internet whilst on their holidays, we launched the campaign right before summer. The message is “Surf wherever you like”. The campaign goal was for a 20% response. Our secondary goal was to have the business executive try the product in order to see that more in his/her organisation would need our product.

Execution

This direct mailing dramatised an “oh so overemphasised” product-advantage in an entirely new way. No picture of man with a PC at an airport. No PC at Cabin Coffee Table. Instead, the reader is encouraged to bring their computer outside into the summer night, plug in the lamp and the modem – and wait for the nocturnal butterflies to be drawn towards the light. Then they can study the insects up close while simultaneously reading about them on the Internet.

Outcome

Whether this mailing increased the recipient’s general knowledge about nocturnal butterflies has yet to be established. But of the 100 direct mails delivered by messenger, we got a response of 25%! (15% direct sales - 10% booked meetings. In addition NetCom’s sales staff sold even more USB-modems to the same clients after the summer.Please view the audiovisual presentation.

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