2013 Winners & Shortlists

The Brief

STC Business, wanted to launch their new 4G Mobile Internet service ‘Business QUICKnet 4G’ for the Enterprise sector. Our communication objective was to create awareness, in order to drive acquisition for this newly launched service. Our target audience was Corporations who still did not adapt the Mobile Broadband technology in their operation.

Creative Execution

Although direct mailing is a conventional channel in B2B communication, the execution that we used is original. We gave the service a human touch, to differentiate the communication from regular direct mailers. It intrigued the recipients to read the CV and draw similarities between qualifications of a potential employee applying for a job, and the service benefits of the Business QUICKnet 4G. STC empowers its consumers to make more possible through its various offerings. Business QUICKnet 4G, is no less than any human asset in a company, it empowers them to be more efficient through the usage of Mobile Broadband.

Describe the creative solution to the brief/objective.

Business QUICKnet 4G is a valuable service, and could be considered as an asset for any company that uses it, pretty much similar to any efficient human asset or employee. We decided to introduce it to the decision makers in the company through a Direct Mailer pertaining a CV, treating this service as a human resource while stating its benefits in a structured way.

Results

750 CVs were printed and distributed to SMEs. We got calls from 310 clients inquiring about the product/service, out of which 82 translated into sales. Since the CV’s were printed internally the cost was minimal and has yielded a considerable ROI.