Mechanism• Direct mail - unusual method (three stories of two friends) that offers Mobile Guide and motivates for wider use of the service• Added value (party game)• Educational nature of the campaign• Further information channels - info line, dealers, wwwStructure• Envelope with a window - 3D • Folder with inserted sliding cards and letter - three stories how Mobile Guide can be used in practice - three sliding cards with instruction for use (simulating the menu of Mobile Guide)• Party game - added value for clients and message - the service works everywhere in the Czech Republic

• 69,000 existing and prospective users of Mobile Guide addressed• Response - service use increase by 23%