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...