A 3G CONNECTION THAT FINALLY FOUND YOU by CP Comunicación Argentina, Cp Proximity for Telecom

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A 3G CONNECTION THAT FINALLY FOUND YOU

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Argentina
Agency CP Comunicación Argentina
Agency Cp Proximity
Copywriter Orsolini Leo
Released April 2010

Credits & Description

Category: Flat Mailing
Advertiser: TELECOM
Product/Service: 3G INTERNET CONNECTION
Agency: CP PROXIMITY
Date of First Appearance: Apr 15 2010 12:00AM
Entrant Company: CP PROXIMITY, Buenos Aires, ARGENTINA
General Creative Director: Esteban Lorenzut (CP Proximity Argentina)
Design: Dominguez Lina (CP Proximity Argentina)
Copy: Leo Orsolini (CP Proximity Argentina)
Account Executive: Patricio Lousteau (CP Proximity Argentina)
Planner and Executive Director: Esteban Lorezut (CP Proximity Argentina)
Account executive: Gustavo Nicosia (CP Proximity Argentina)
Databasing and programmer: Dario bazan (CP Proximity Argentina)
Marketing Chief: Silvina Sztern (Telecom Argentina)
Marketing BtoB: Florencia Sassone (Telecom Argentina)
Advertising Chief: Viviana Conte (Telecom Argentina)
Media placement: Mailing - Bs As - 15th., April
Describe the brief/objective of the direct campaign.
Arnet Go! (3G connections) is star-product of Telecom ADSL´s portfolio since its launch on july 2008. After 1 year of successful contacts, the effectiveness of mailings lists were limited.We need to enlarge the target to generate more sales.
Explain why the creative execution was relevant to the product or service.
1. It clearly shows the service benefit: you don´t have to go far away to catch the connection. The 3G connection reaches you!2. Receiving a mailing that shows on a map each member of the target´s location, it´s original and causes a great impact.3. It´s a very original use of presonalisation. The modern way to communicate even more direct than directly: 1 to 1.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We re-segmentated databases with a different criteria (zone, connection, home/business) and developed 3 mailings.- Dial-Up: ADSL + 3G modem-ADSL´s home: laptop + 3G modem.-ADSL business: 3G modem. It generated more responses! We used it for all targets.We changed prospects perpective: you don´t have to go to a 3G zone. Arnet Go! finds you anywhere.We used the address datafield to generate a real Google map as mailing cover and put a personalised LABEL (name & address) to show the exact location of the 3G connection. It showed the benefit… and guided us directly to results.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Campaign sales reaches 100% ROI on 1st month!Arnet GO! has an anual monthly fee of $48,25. * 17% response rate. * 2170 sales (100% ROI) in only one month. * Following 11 months Arnet Go! fee are pure revenue.