Aligned to market share gains the aggressive communication of its competitors Mobilkom Austria risks losing valuable customers. To avoid churn, market leader Mobilkom Austria constantly offers its customers economic and convergent solutions and attractive tariffs.

Tasks: To offer A1 customers the A1 TOTAL landline tariff additionally to their mobile tariff.Product: A1 TOTAL is the only tariff fixed line telephone network of Mobilkom Austria and with 16 cent/minute also the cheapest connection from the fixed net to A1. A1 TOTAL is only a niche product but due to the idea of convergence such an 'exotic' services is an important investment.

Objective: 2-3% new contracts by direct response.Target Group: 33.800 existing A1 customers.

Those who make a lot of calls from fixed line to A1 now profit from A1 TOTAL. The creative idea that takes up the strategy: the A1 CUP-PHONE! Who does not remember this first 'telephone' from days of childhood: two plastic cups connected with a cord make cheap 'telecommunication' and physical experiences possible.However, for real telephone calls A1 offers A1 TOTAL - the cheapest tariff from the landline to A1 mobiles. And what demonstrates the USP of this tariff better than the only more favourable 'alternative'.

An effortless direct mailing with strong impact that provides the rather unexciting subject 'tariff' with a lot of emotions.

9.4% demand for the information package exceeded expectations by far, conversion rate was at expectation.Due to high competiton in the industry we are bound to rigorous obligations of secrecy and are only allowed to present relative figures.