Our target were Small and medium companies with 4 or 5 telephone lines. We used direct marketing to generate a positive disposition towards the contract change and provoke an automatic reactivo to change the contract modality. After the mailing we did a telemarketing campaign to keep interest and close the sale. Creativewise we wanted to stablish a relationship between an antique product, Volkswagen Beetle, and a current version. Message: although you made the right choice long time ago, we have a new version adapted to current times.

A response rate of 20.5%. A result over the average rate of response of this type of communications which is of 17%.