A packet of cigarettes of the brand 'Success' – which no one had ever heard of - should attract the target group’s attention. Instead of the usual ten packs, only two huge cigarettes were inside the pack of cigarettes. This duality was intended to quickly communicate that the mailing included two offers: the GSM module for cigarette vending machines and the request to the tobacconists to acquire new customers. The stringent realisation communicated its message right from scratch: cigarettes and how they can be purchased in the future even without the usually required change.

Target group 3,500 tobacconists in Austria.

Standing out from this crowd and attracting the tobacconists' attention therefore turned out to be the greatest challenge. Results: 1.4 % orders, which means that Mobilekom’s goals were exceeded 2.5 times. Expenses 15,000 euros. CPR = CPO: 37.50 euros.Compared to the the charge of an external sales person this investment is marginal.