CONTEXT, OBJECTIVE, ISSUE TO SOLVEContext- SFR, the mobile operator with the biggest penetration in high users- Multimedia mobile (MMM), the key concept for the new generation of multimedia phones.Issue to solve- How to recruit, entertain and retain the new MMM clients?Objective- To recruit 2500 MMM club members per monthANSWERIn parallel with global offline campaigns, build an integrated, multichannel direct upselling and cross selling strategy targeting 'gold clients' to bring them to the MMM experience- Creation of the online SFR MMM section- Creation of the MM Club: useful and cutting edge services, fulfilment of the MMM offer with added value: - Client acquisition strategy - Multi-channel creative work - Campaigns implementation and monitoring - Implementation of specific new services - Partnership - Photos Online - Wap servicesRESULTS- 10,500 members in 2.5 months- 3,000 members per month - 150,000 CD Cards sent- 11% conversion rate on the events promoted via emailings.