Case study

Cosmin Lacatusu

Singapore, IDN Meeting, April 2015

The client

We were the client = Create Direct

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Our Christmas card to be sent to our clients and prospects….

The project

… the toughest challenge each December

Many things to say:

Why toughest?

Whishing the best to our clients

Create a pleasant and special memory in the client’s mind – and show them what other capabilities we have

Activate the clients who haven’t brief us for a while (were inactive)

SELL SELL SELLSelling this type of campaign

OH, YES

Challenges? In December

EVERYBODY

is sending greeting cards and Christmas gifts to their clients.

…. So we need something cool, new to stand over

LOW BUDGET

The story….

…it is a December morning in Bucharest

…but is not any morning...

Christmas is close!

…”our target”, let’s call her Maria, arrives at the office.

She reads her emails, drinks her coffee and the first 2 hours pass quickly…

…at 11 AM, Maria receives an email from Razvan

(Account Manager, at Create Direct)

…subject sounds interesting…. “Maria, I need your help!”

…a Christmas Greeting Card.

Where us (the elves) were asking Maria for help – to tell what she wishes for Christmas.

Maria is asked to push the button and tell Santa what she wants.

I tell you my wish…

She opens it…!

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3 seconds after pressing the button…

Maria’s phone rings…

Is SANTA…, wishing her the best and asking her to share her wish on the phone.

…and she does.

Then…

after 3 days…

at the reception desk…

To

Maria

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How we did it?

Behind the story

Step 1.

We’ve selected a list of clients and potential clients (we contacted them at least once) and we’ve split the database by gender.

Needed for personalization:-Name-Email address-Mobile number-Delivery address-Gender-CD Account manager

Step 2.

We’ve recorded a message for each gender – Santa style because the message will be from Santa of course.

Step 3.

-Database setup-IVR setup-Email setup

Once someone hits the “Santa calls me” button, -the phone server calls him/her and pushes the audio stream-It records after beep/jingles bells-We receive alers from the server when someone left us a message

.

+ LAUNCHED THE CAMPAIGN

Step 4.

GREEN LIGHT – GO LIVE

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Step 5.

Christmas Gift shopping & delivery

After 3 days

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What happened?

Results

The most beautiful book

Chocolate

Health

Audi A3 Perfume + Audi A3

A watch A lot of time in a red box

Gadgets + a good wine

Something for a Football fan

Health + gasolineA Christmas tree

Every client received what he wished for.

Time in a red box -> we shipped a clock in a red boxAudi A3 -> we shipped an Audi A3 toyHealth and gasoline -> we shipped a tea box and a 10 euro gasoline voucher

82%

Open rate

32%Wish rate

24Gifts sent

2Clients bought the project in the next 24

hours

The clients liked very much the idea!We received lots of thank you emails and notices

13 €

Average gift cost so 312 €

spent

At all the following meetings clients mentioned that they never encounter a

special greeting card like the one from us.

Thank you,

Cosmin Lacatusu

cosmin@createdirect.ro