Best Advertising Interactive Application

Brief: The objective is to acquire new clients for our communication agency. The work of our agency focusses on the best possible interaction of on - and offline communication in direct marketing. This we want to show marketing managers and directors in an eye-catching mailing that is really different and that is proving our cross-media point. Solution: This is how it works: We send out unbranded teaser letters. Inside the only communication element is a “PURL” (personalized URL) to raise curiousity. When the target goes online he/she then enters personalized sitelets that immediately engage the target in a dialogue. At the same time our dialogue tracks every click. The clicking behaviour automatically qualifies our targets into cold, warm or hot leads. For all hot leads an automatic e-mail or SMS to our CEO is generated. These leads are then contacted immediately by phone by our CEO. Response Rate: Based on our experience we promise our customers a minimum of 20 percent response in advance. Since we started our own acquisition in July 2007 we had an average by 75 percent response at 60 percent appointment ratio. Therewith we won 3 new clients, 7 more decisions are pending (As of November 2007).

Contributors:

Chief Creative Officer:	Jamal Khan
Chief Executive Officer:	Jan Steinbach
Art Director:	Katrin Mai
Web Developer:	Erwan Jegouzo
Web Developer:	Markus Jesinghaus
Creative Vice President:	Heidrun Hartl

EURO RSCG 4D GMBH

Location: Germany