Cannes Lions

WIRELESS TELECOMMUNICATIONS

MRM PARTNERS NORWAY McCANN DIREKTE, Oslo / NETCOM / 2008

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Overview

Entries

Credits

Overview

Description

The Challenge:Create a door opener to selected companies in order to get them to switch from fixed telephone lines over to NetCom Wireless Company. The target group is business decision makers in small and medium size businesses. The challenge was to attract attention and simplify the booking of meetings for NetCom’s sales staf f f. Previous campaigns had a response/meeting rate of 12% and we defined the goal as 15% meetings.

Execution

A charming and 100% personalised door opener. The previous campaigns had defined the decision maker as a hero. We would like to make it personal and show that you can be your company’s hero. We upgraded from hero to super hero. The direct mailing is a cartoon and was printed digitally. The name of the decision maker was the title of the cartoon. We also made different cartoons depending on the sex; one with a female hero and one with a male hero. The direct mailing was sent in groups, and everybody was followed up with a telephone call in order to book a meeting.

Outcome

The Result:The campaign performed very well. We managed 4,000 calls where we met the right decision maker. The result was astonishing with 25% booked meetings, this is over 10% more than our goal. The campaign was super personalised, and direct!

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