Non-traditional introduction of O2 Clean Internet for public administration and corporations
- Client: Telefónica O2
- Media: Direct mail
- Realisation: 2014
Our task was to introduce a new service offered by O2 called O2 Clean Internet among public administration, authorities, and private corporations. O2Clean Internet is a security package providing an internal network firewall, protection of computers and data against viruses, spyware and malware. Moreover, the package offers functionality for increasing employees’ productivity. We had to deliver this message to IT managers.
We advised using a non-traditional form of direct communications. We created a 3D direct mailer in the shape of a server, from which toy “viruses” were jumping and attacking the recipient as soon as he opened the package. This way we gained the attention of the target audience. The package also included a personalized letter and product catalogue. OgilvyOne created a microsite www.clean-internet.cz, which accompanied the campaign, too. The direct mailer was preceded by a teaser – a fictional greeting of a virus from an unprotected recipient’s computer.
- 80% of recipients remembered the campaign