The offer was a follow-up to a campaign concerning advantageous tariffs, and brought the possibility of 20 % credit savings if you managed your cell phone account on your own over the internet. The target group of sole proprietors and small and middle entrepreneurs is very price-sensitive and economization is central to them.
Long-term research projects have shown that the target group in question uses the internet as a source of information very heavily. However, they don’t use it in the same extent as common users: they choose the visited websites very selectively. Significant domains often visited are home pages of financial servers and their information about the developments in exchange rates, the fluctuations of share prices, etc.
We managed to arrange a special format and placement on the home pages of Finance.cz and Patria.cz, which belong among servers with great affinity for our target group. In addition, on Patria.cz we placed the offer of 20 % just into the contents frame with the main information about the movements of the stock exchange index, and on Finance.cz just into the stock list. The offer imitated the real contents of the information about fluctuations on the financial market (date, per cents, an arrow pointing upwards).
We succeeded in creating a new position among the most popular editorial information on the home pages of the given servers. Although the promotional position was small in terms of format, its incorporation into the actual contents of the page attracted much attention of the relevant customers.
The format was extremely successful. The clicks exceeded the average of similar campaigns 3.8 times!
