Rich Media E-Mail DINERSDiners Club Italy repositioned the brand if the last years: from a simple credit card into a tool to obtain exclusive, tailor-made services. In particular, Diners introduced the “Thematic Cards”, each linked to a particular interest area (i.e. travelling, culture, fashion, charity), with value added services – in partnership with primary public or private corporations.Objectives:- increase traffic to Diners’ website- increase awareness of Diners’ Thematic Cards- present the brand’s values in a dynamic and original way.Target group:2,200,000 opt-in email addresses (database of the Italian Internet provider “Inwind”).The e-mail message:To reach these goals Micronasa created a strongly interactive Rich Media E-Mail: the reader is involved in a personality test by answering some simple questions; at the end the reader discovers his own profile and the correspondent Diners’ Thematic Card, that can be requested on line by clicking on the link to the website. The message was sent the 25th of March. Results have been extraordinary: the 80.5% of the readers who have completed the test has reached the Diners website.