Contents

I. Telecommunications

II. Publishing houses

III. HW, SW

IV. Retail chain

I. Telecommunications

Client: Eurotel Praha s.r.o. (the biggest mobile operator in Czech

Republic)

Target group:business – Eurotel customers, non-customers selected from the Dimar database (area: wholesale, services for companies, data processing)

Target: maximal penetration of new HSCSD Fast service, stimulation of interest in Eurotel seminar or a presentation in the client’s

company

Sending: fold-out leaflet in the form of a notebook, response fax form

HSCSD Fast – mobile officeHSCSD Fast – mobile officeCampaign:

HSCSD Fast – mobile officeHSCSD Fast – mobile officeCampaign:

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Client: Eurotel Praha s.r.o. (the biggest mobile operator in Czech Republic)

Target: to provide information about the advantageous offer of Go (prepaid service)

Description: informative email with a discount voucher

Target group: 50 000 of private addresses

Go summerGo summerCampaign:

Go summerGo summerCampaign:

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Campaign:

Client: Eurotel Praha, spol. s.r.o.

Target group: present customers - users of Mobile quide potential users of this service from the group of present customers

Target: to inform present customers about news and upgrade of the service to motivate present customers to higher use of this service, to present the service to potential customers, customer’s acquisition

Delivery of: dimensionally non-standard envelope in the form of tube, leaflet with inserted sliding cards, take – away: Game “Travelling trough the Czech Republic”

Mobile guideMobile guide

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Campaign: Mobile guideMobile guide

IV. Publishing houses

11

SMS competitionSMS competition

Client: Bertelsmann

Target group: Readers of magazine „Modern Flat“

Campaign: SMS competition

1. stageTarget:

to built customer database, to increase sale of the magazine

Strategy: a coupon with competition question inserted in the magazine (each coupon has an unique code)

Result:

52 % of the target audience sending SMS

Campaign:

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BertelsmannBertelsmann

2. stageTarget:

to determine a main prize winner, sale promotion of new magazine issue

Strategy: to inform the responders from the 1st stage via SMS about the continuation of competition, new competition question

Result: 60 % of target audience sending SMS

3. stageTarget:

acquisition of new subscribers Strategy:

SMS with an advantage offer of magazine subscription Result:

total sale 3,7%

Campaign:

IV. Retail chain

14

Billa leaflet – eye tracking camera testBilla leaflet – eye tracking camera test

Client:

Billa – retail chain

Target: - to check the way how customers are receiving the leaflet

- to control the leaflet´s ability to communicate the benefits of using a credit card

- to optimize the leaflet

Methodology: - 6 test persons (TP)

- combination of Eye-tracking camera test with in-depth interview

Research:

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Billa leaflet – eye tracking camera testBilla leaflet – eye tracking camera test

Result: - all respondents had seen the following sign that was used to mark those products, that were benefited by using the card and all TP saw the credit card picture but no one understood the relation between them - the main idea stood hidden

Recommendation: the sign was big and expressive enough → the weak point laid in the not clear and understandable communication of the benefits - they had to be explained better (text, schema, chart…)

Research:

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Billa leafletBilla leafletResearch:

Eye-tracking example:Exact eye position

V. HW, SW

18

Starter KitStarter Kit

Client: Microsoft s.r.o.

Target Group: newly developing business companies, approx. 1000 a month

Target: to provide information for the commencing companies regarding the commencement of business activities, electronic portal information

Campaign description:

1. Stage: personalised DM, response card (possibility to order Starter Kit package)

2. Stage: Starter Kit – an information package with 4 CDs and a brochure for commencing businessmen

3. Result: supposed approx. 300 of Starter Kits a month

Campaign:

Starter KitStarter KitCampaign: