1. Case study Cosmin Lacatusu Singapore, IDN Meeting, April 2015

2. The client We were the client = Create Direct

3. 10/16/20153 Our Christmas card to be sent to our clients and prospects…. The project … the toughest challenge each December

4. Many things to say: Why toughest? Whishing the best to our clients Create a pleasant and special memory in the client’s mind – and show them what other capabilities we have Activate the clients who haven’t brief us for a while (were inactive) SELL SELL SELL Selling this type of campaign

5. OH, YES Challenges? In December EVERYBODY is sending greeting cards and Christmas gifts to their clients. …. So we need something cool, new to stand over LOW BUDGET

6. The story….

7. …it is a December morning in Bucharest

8. …but is not any morning... Christmas is close!

9. …”our target”, let’s call her Maria, arrives at the office. She reads her emails, drinks her coffee and the first 2 hours pass quickly…

10. …at 11 AM, Maria receives an email from Razvan (Account Manager, at Create Direct)

11. …subject sounds interesting…. “Maria, I need your help!”

12. …a Christmas Greeting Card. Where us (the elves) were asking Maria for help – to tell what she wishes for Christmas. Maria is asked to push the button and tell Santa what she wants. I tell you my wish… She opens it…!

13. 10/16/201513 3 seconds after pressing the button… Maria’s phone rings…

14. Is SANTA…, wishing her the best and asking her to share her wish on the phone. …and she does.

15. Then… after 3 days… at the reception desk… To Maria

16. 10/16/201516 How we did it? Behind the story

17. Step 1. We’ve selected a list of clients and potential clients (we contacted them at least once) and we’ve split the database by gender. Needed for personalization: -Name -Email address -Mobile number -Delivery address -Gender -CD Account manager

18. Step 2. We’ve recorded a message for each gender – Santa style because the message will be from Santa of course.

19. Step 3. -Database setup -IVR setup -Email setup Once someone hits the “Santa calls me” button, -the phone server calls him/her and pushes the audio stream -It records after beep/jingles bells -We receive alers from the server when someone left us a message. + LAUNCHED THE CAMPAIGN

20. Step 4. GREEN LIGHT – GO LIVE

21. 10/16/2015 Step 5. Christmas Gift shopping & delivery After 3 days

22. 10/16/201522 What happened? Results

23. The most beautiful book Chocolate Health Audi A3 Perfume + Audi A3 A watch A lot of time in a red box Gadgets + a good wine Something for a Football fan Health + gasolineA Christmas tree

24. Every client received what he wished for. Time in a red box -> we shipped a clock in a red box Audi A3 -> we shipped an Audi A3 toy Health and gasoline -> we shipped a tea box and a 10 euro gasoline voucher

25. 82% Open rate 32% Wish rate 24 Gifts sent 2 Clients bought the project in the next 24 hours The clients liked very much the idea! We received lots of thank you emails and notices 13 € Average gift cost so 312 € spent

26. At all the following meetings clients mentioned that they never encounter a special greeting card like the one from us.

27. Thank you, Cosmin Lacatusu cosmin@createdirect.ro