The challenge was to obtain a database of owners of photography stores without digital printing equipment. For this, we formed an agreement with a distributor of Sony, and a mailing was sent to its database of 4,000 records. Is there a better way of Fotofebru communicating the benefits of a product than demonstrating them? The creative concept consisted in sending a real photo printed out with the new Sony printer, asking the professional to look for an error in development.

A success. With a database of 4,000 records and 0.28 Euro cost per impact, the response rate was 14% and the conversion rate was 8%. (The cost of the printer is 3,000 Euros per unit).