A mailing to advertise a special offer for female Miles & More members. The offer contains a stylish mobile phone, a contract including 200 free call minutes, a trinket and an additional 5.000 bonus miles.The target group is defined as fashion, accessory and lifestyle-oriented, with design being more important than technology and mobile phones playing an important role when signing a contract for a provider.

The call rate is really fair priced, the mobile phone has about 1,000 special features and the 5,000 bonus miles on top are also not to be scoffed at; so the arguments are quite persuasive.

That’s exactly why we push them aside, tell only what is absolutely necessary and otherwise play with what is considered typical female curiosity. A self-mailer set up as a handbag; all features of the offer are shown as the bag’s contents, including a mobile phone dummy advertising the actual offer.

With a printing of 100,000 mailings, we received exactly 9,107 calls. 1,286 new contracts were signed.