Dead Zone Mailings for Swisscom
Swisscom (Switzerland) Ltd
Issue 46 | April 2018
Agency
Agentur am Flughafen
Creative Team
Creative Direction: René Eugstair Art Direction: Dominique Rutishauser Graphics: Valeria Hörler Consulting/Text: Miriam Egli
Date
November 2016
Background
Honesty is the best policy: the Swiss telephone network is very good, despite the country's difficult topography, but it is not perfect. Swisscom continues to work intensively on improving Switzerland's telecommunications infrastructure. This should now be communicated to existing customers who already purchase products or services from Swisscom but do not have a Swisscom Mobile subscription, in order to convince them to switch.
Idea
Customers were sent a perforated direct mailing. The holes in the paper made reading the document difficult. The aim of this was to draw attention to the problem of dead zones, which Swisscom is tackling. The invitation to switch was strengthened with an attractive offer.
Results
The mailing has so far (the offer is still running) generated a response rate of 0.5%, which corresponds to 100 hot leads. The completion rate for these is already 4%, which is a good result in the hard-fought telecommunications market.