The challenge to create a new, but nevertheless phone-related, incentive was solved by means of a specially made phone charger. With each recharging of the mobile phone, the brand and the likeable kläxchen plant mascot are reinforced. The incentive has mass appeal and functionality for the entire, heterogeneous target audience.The mailing layout and graphics were chosen to communicate a welcoming message. They presented the entire programme in a dynamic, friendly, attention-getting way.

T-Mobile encouraged usage and loyalty with the kläxchen plant that grows as the customer´s usage points grow.

This mailing was sentautomatically to every new member of the customer loyalty programme, and therefore did not contain a direct response/result tracking device. However, in a follow-up survey, 71% of targeted customers remembered the mailing and found the incentive to be likeable and original. Additionally, 22% of all customers participated in the loyalty programme.