Yacom, the telecommunications provider, is launching Yacomtv, its television platform through ADSL. The service is very competitive: it offers almost the same channels, but in comparison to the competition, it has a smaller advertising budget.Target Audience: Yacom clients in the coverage areas and clients in zones covered by the competition.Objective:Get the product to be known.Up selling to clients.Sell new products.

We sent letters introducing the product and leading to a website where you could find out more, see a demonstration and sign up to the service with a special offer.Upon opening the transparent envelope, the recipients realized the letter was written on a television cleaning cloth.“Prepare your television for a grand premiere.”They then found a pamphlet that described in detail all the product advantages and made an offer designed specifically for them.We invited them in a notorious way to have their television sets ready for everything YACOMTV could offer them.

We had 72000 new Yacomtv subscribers in less than two months. (190% over objective).22.000 switch from the competition.20.000 included an upgrade to ADSL 20MB.