Cannes Lions
PKP PROXIMITY, Vienna / FALTER NEWSPAPER / 2007
Overview
Entries
Credits
Execution
In the past, this target group proofed highly resistant to print ads as well as to conventional direct mailings. That resulted in a promotion in order to surprise young people with an unconventional approach, which did not centre the product but a rather unpleasant imagination.
Outcome
18,9 % out of 5000 recipients ordered free 4-week trial. 38% of them changed to paid subscription afterwards.
Similar Campaigns
10 items