Telecom Argentina: Shining

In early 2008, Telecom Argentina, employed a direct mail campaign to promote broadband sales over the summer period when sales traditionally lessen.

Telecom Argentina: Shining

CP Comunicación Proximity

ENTRY INFORMATION

Category: Communications/UtilitiesCountry where program ran: ArgentinaDate program started/ended: January – February 2008

Product Description: Broadband Internet connection

Advertiser/Client Name: Telecom ArgentinaMedia Channels: DirectMail

STRATEGY

Marketplace Challenge:

Broadband sales tend to fall off during the Argentine summer every year (January-February), when people escape from in front of their computers and get out into the fresh air.

Target audience: Consumer

Users of Internet dial-up connections, both customers and non-customers of Arnet (Telecom's Internet brand).

Size of target audience: 25,000-49,999

Marketing strategy:

To use...

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