KPN is a large telecom and ICT-service company in the Netherlands. Digitenne is the digital television service of KPN.Digitenne offered their customers a personal sports calendar with all important sport events on it to create loyalty amongst their customers.
CAMPAIGN Icemedia has developed a loyalty tool that creates a positive attitude towards the brand and stimulates brand awareness: the personal calendar. 1 Million Digitenne clients received a letter or e-mail with a unique code. They were able to order a free sports calendar with this code. Because the calendar is created online by the customers themselves. The probability is that they will keep it for a long time. The calendar provides Digitenne with the opportunity to stay top-of-mind during the whole year.
CAMPAIGN FACTS
• One million clients received a letter or an e-mail with a unique code to order a calendar • The calendars were very popular among customers and sold oud within a short period of time • At the peak 1.5 calendars per second were ordered • Additional consumer data, like e-mail addresses, were generated
OBJECTIVES AND TARGET GROUP
• Target group: KPN Digitenne clients • Create loyalty • Build long-term relationships • Stay top-of-mind during the whole year
REFERENCE
Sanne
Wierda – Retention Marketer KPN/Digitenne
“Creative, pro-active and fast. A great collaboration.”
