HBO wanted to take advantage of Ratatouille’s launch on HBO to attract new subscribers. This action generated empathy for its simple genius and brought a lot of attention to the cable company at a minimum cost. In order to tempt non subscribers with the opening of the animated movie Ratatouille, JWT/Corporation Montevideo, Uruguay slid under the doors of subscribers’ houses simple printed pieces of cardboard shaped like stereotypical mouse holes. The expected response rate for this marketing action was between 5% and 10%. They distributed 3,000 rat holes, achieving a response rate of 36% of these households who decided to contact Cable Plus.
In total, they gained 843 new subscribers, which represented more than 28% of the total contacted. They exceeded their expectations twice for this simple action. This was a very cheep action to implement having a cost per contact of 25 cents. This was very profitable since each new subscriber must pay a monthly fee of 31 dollars and contracts are at least a year long.
Credits:-
Client: - HBO
Agency: JWT/Corporation Montevideo, Uruguay.
Country: Uruguay
In total, they gained 843 new subscribers, which represented more than 28% of the total contacted. They exceeded their expectations twice for this simple action. This was a very cheep action to implement having a cost per contact of 25 cents. This was very profitable since each new subscriber must pay a monthly fee of 31 dollars and contracts are at least a year long.
Credits:-
Client: - HBO
Agency: JWT/Corporation Montevideo, Uruguay.
Country: Uruguay
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