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Best Postcard-Style Campaign:
Silver B-to-B
Telekom Training Christmas Mailing
Brand/Client Side Team:
Julia Seiter
Vendors/Agencies
Rabbit eMarketing, I-Clue Interactive
Uwe-Michael Sinn, Gerhard Maertterer
MarketingSherpa Summary - Why They Won:
How many holiday greetings e-cards did you get from vendors and suppliers this past
Christmas? Now, how many do you remember specifically? This holiday campaign from
Deutsche Telekom proves that the easiest way to get noticed in an overcrowded inbox is
through clever personalization. Let this creative inspire you to think of ways you could
personalize your campaigns, too.
From Their Nomination Form:
Telekom Training is a subsidiary of German telecommunications giant Deutsche Telekom. The business of Telekom Training is to conduct seminars, inhouse trainings, etc. for employees of Telekom and its customers. Audience: Telekom Training has around 40,000 recipients in its email list. These are mainly business contacts that attended one or more seminars offered by Telekom Training. Telekom Training decided three years ago to stop post mailings for Christmas. This was a pretty hard decision - most managers said that - even if it saved a lot of money - emailed postcards simply lack "style." Therefore, the marketing department always tried very hard to make their Christmas emails special. The goal: To produce a high-attention email with "style" that is significantly different to "normal" Christmas mails. Sorry, the judges promised this winner that we would keep their results private. However, be assured that we have seen all the data - and were thoroughly impressed!
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