2. Contents I. Telecommunications II. Publishing houses III. HW, SW IV. Retail chain

3. I. Telecommunications

4. Client: Eurotel Praha s.r.o. (the biggest mobile operator in Czech Republic) Target group: business – Eurotel customers, non-customers selected from the Dimar database (area: wholesale, services for companies, data processing) Target: maximal penetration of new HSCSD Fast service, stimulation of interest in Eurotel seminar or a presentation in the client’s company Sending: fold-out leaflet in the form of a notebook, response fax form HSCSD Fast – mobile office Campaign:

5. HSCSD Fast – mobile office Campaign:

6. 6 Client: Eurotel Praha s.r.o. (the biggest mobile operator in Czech Republic) Target: to provide information about the advantageous offer of Go (prepaid service) Description: informative email with a discount voucher Target group: 50 000 of private addresses Go summer Campaign:

7. Go summer Campaign:

8. 8 Client: Eurotel Praha, spol. s.r.o. Target group: present customers - users of Mobile quide potential users of this service from the group of present customers Target: to inform present customers about news and upgrade of the service to motivate present customers to higher use of this service, to present the service to potential customers, customer’s acquisition Delivery of: dimensionally non-standard envelope in the form of tube, leaflet with inserted sliding cards, take – away: Game “Travelling trough the Czech Republic” Mobile guide

9. 9 Campaign: Mobile guide

10. IV. Publishing houses

11. 11 SMS competition Client: Bertelsmann Target group: Readers of magazine „Modern Flat“ Campaign: SMS competition 1. stage Target: to built customer database, to increase sale of the magazine Strategy: a coupon with competition question inserted in the magazine (each coupon has an unique code) Result: 52 % of the target audience sending SMS Campaign:

12. 12 Bertelsmann 2. stage Target: to determine a main prize winner, sale promotion of new magazine issue Strategy: to inform the responders from the 1 st stage via SMS about the continuation of competition, new competition question Result: 60 % of target audience sending SMS 3. stage Target: acquisition of new subscribers Strategy: SMS with an advantage offer of magazine subscription Result: total sale 3,7% Campaign:

13. IV. Retail chain

14. 14 Billa leaflet – eye tracking camera test Client: Billa – retail chain Target: - to check the way how customers are receiving the leaflet - to control the leaflet´s ability to communicate the benefits of using a credit card - to optimize the leaflet Methodology: - 6 test persons (TP) - combination of Eye-tracking camera test with in-depth interview Research:

15. 15 Billa leaflet – eye tracking camera test Result: - all respondents had seen the following sign that was used to mark those products, that were benefited by using the card and all TP saw the credit card picture but no one understood the relation between them - the main idea stood hidden Recommendation: the sign was big and expressive enough → the weak point laid in the not clear and understandable communication of the benefits - they had to be explained better (text, schema, chart…) Research:

16. 16 Billa leaflet Research: Eye-tracking example: Exact eye position

17. V. HW, SW

18. 18 Starter Kit Client: Microsoft s.r.o. Target Group: newly developing business companies, approx. 1000 a month Target: to provide information for the commencing companies regarding the commencement of business activities, electronic portal information Campaign description: 1.Stage: personalised DM, response card (possibility to order Starter Kit package) 2.Stage: Starter Kit – an information package with 4 CDs and a brochure for commencing businessmen 3.Result: supposed approx. 300 of Starter Kits a month Campaign:

19. Starter Kit Campaign: