The major telco Telecom Argentina redefined its strategy with respect to the small business sector, the driver of economic reactivation in the country. A new package deal combined, at a very attractive price, both telephony and Internet services plus phone equipment.

The insight was inspired by real life; the creative solution shows the small business owners: they feel like they have to do everything themselves, juggling various tasks all at the same time. That concept needed an integrated strategy.Campaign:2 viral videos sent to Telecom´s Arnet Biz e-mail database.

A special website to self-customize his or her telco package, price it and even have a Telecom rep phone instantly answer questions.4 sub-segmented direct marketing pieces with interactive CD-ROMs (with same applications as website).Street Action: jugglers in suits delivered flyers to generate web traffic.

We invite you and all Cannes judges to become jugglers yourselves.http://www.telecom.com.ar/empresasynegocios/solucion_ideal.htmlPassword: BIZXIn the words of Telecom´s Advertising & Promotions Manager: “Although we spent efforts in advertising, when it comes to business to business, direct marketing is unbeatable: in 20 days, 4200 mailings and 3800 registered on the site, we’ve already made 523 sales. Effective sales…” that means a 33% reply and a rapid achievement of Integrated Marketing.