Comunique-se is the only Brazilian portal directed exclusively to journalists, and is frequented by over 30,000 professionals. It also has a service portfolio for companies wishing to communicate with this target: including a press conference service, journalist mailing list, online press release distribution, and online pressroom. The major challenge was to present this service portfolio to the 500 largest companies in the country. The campaign objective was to generate 100 (20%) visits for the Comunique-se sales force.

Since Comunique-se is little known and its services unique, the solution was to create a high-impact direct mail piece to attract the attention of the target (marketing and communications directors) to request a visit. The topic chosen was: 'The work of journalists has changed, and the way to communicate with them has also.' The creative concept was based on the revolution that Comunique-se services cause on the way journalists work. This led to the idea of sending an old typewriter, packaged as a museum piece, to contrast the past with the future.

Our client considered the results exceptional. A total of 221 direct mail pieces were sent over 6 months. The total investment was US$24,310, or US$110 per impact. A total of 114 leads were generated, resulting in 51 actual sales.

Total returns of the action were US$430,000. In addition to the excellent 51% return (155% over the expected figure), the ROI was US$16.69, (a US$16.69 return for the company ) – a campaign of overwhelming success in generating visits and sales, not to mention the impact and brand recognition gained by Comunique-se.