Netcom DM B2B OR MAN TO MAN! by McCann Oslo

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Industry Telecommunications Services
Media Direct marketing
Market Norway
Agency McCann Oslo
Art Director Kjetill Nybo
Copywriter Sigurd Solberg
Designer Rune Tyvold, Pia Emilie Lystad
Released May 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: NETCOM GSM
Date of First Appearance: May 1 2010
Entrant Company: McCANN NORWAY, Oslo, NORWAY
Copywriter: Sigurd Solberg (McCann)
Art Director: Kjetill Nybø (McCann)
Account Director: Janne Espevalen (McCann)
Account Manager: Tone Bøygard (McCann)
Designer: Pia Emilie Lystad (McCann)
Designer: Rune Tyvold (McCann)
Marketing Manager: June Paulsen (NetCom GSM)
Media placement: Newspaper - Dagens Næringsliv - 1.05.10

Describe the brief/objective of the direct campaign.
Help Norway’s no. 2 telecom brand, NetCom, attract the big corporation’s attention, and initiate meetings

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of send them a direct mail or call them, we printed our proposal in Norway’s number 1 business newspaper.

Explain why the creative execution was relevant to the product or service.
If we sent them a regular proposal it was likely not to end up here.

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.
We received an outstanding response rate, and attracted a number of large new clients, generating hundreds of thousands of dollars in revenue based on these ads.