Mobilkom Austria is in danger of losing valuable customers due to the aggressive tactics of its competitors. To avoid churn, market leader Mobilkom Austria constantly offers its customers economic and convergent solutions and attractive tariffs.Tasks: To offer A1 customers the new product, A1 Game Zone.Product: A1 Game Zone makes the cellular phone a game console, wherever you are. Over 30 games are available to the customer, who can play alone or in multiplayer mode.Objective: approx. 5% of the target group should enroll for this additional service.

Target group: 50,000 younger A1 customers (15-26 years)

Mobilkom Austria dispatched a roll of a barrier tape wrapped in transparent cellophane. This mailing appeared in it´s own A1 Game Zone design. Round folder states: 'Create your own Gamezone - play where you are!' Therein we describe the new product and the various games to order. And motivate people to create their personal Gamezone with the barriers tape: at home, at school ... wherever! Because it is annoying to be constantly disturbed when you are trying to play stunning games. Our customers were encouraged to take a picture of their personal Gamezone and send it to Mobilkom. The most creative idea wins a weekend for two in Las Vegas. This creates special involvement with the brand A1, and also has strong viral marketing effects.

6.3% of the target group enrolled for at least one game (26% above target). Since the first contact is decisive for further orders, respondents are continuously motivated by SMS.