Concentra launched, on the website of the newspaper ‘Het Belang Van Limburg’ as well as in the paper ‘De Gazet van Antwerpen’, the FileClub, a unique service with real-time traffic information. Never before was traffic information offered at such short notice and so up-to-the-minute. The request was to familiarise the online readers with this service via a mail campaign.

To accentuate the real time aspect of the information, an e-mail campaign was set up whereby the recipient received a Breaking News e-mail from the newspaper and he himself was the protagonist of the article. The subject of the article was about an activity the recipient was doing at that moment in time. When the visitor clicked through in the mail, he ended up on a fake homepage of the newspaper. The main article of that day had as headline “Terry Focant surfs on website GVA”. By clicking on that headline, the visitor eventually ended up on the FileClub site. With the message “Real-time information. Now also about the traffic in and around the province of Antwerp” everything became clear.Note: To enlarge the credibility of the newsflash, no changes were made to the original lay out of the real newsflash.

This personalised newsflash was sent to all subscribers of Het Belang Van Limburg and De Gazet Van Antwerpen newsletters. With a click-through-rate of as much as 88%, this was the most successful e-mail campaign Concentra did up to now.