Komatsu, a major player in construction machinery and vehicles, has a huge reputation for its powerful, huge construction machines, but is less known for its compact and precision machines. In Belgium there are only five companies big enough to be key prospects. So, what kind of mail can you do to only five companies? There is no better way to demonstrate extreme precision than an extreme precision product demonstration. They hired the Komatsu stunt team and send their prospects a direct mail. No tricks or effects were used. How does it work? 1) Prospect receives an envelope with nothing but a web link with his company’s name inside: www.komatsu.eu/thenameoftheprospectscompany. 2) Prospect types this into his browser, a movie opens. 3) In this online movie he can see how the envelope is carried by a big Komatsu construction machine. The machine drives to his - clearly recognizable - company and drops the envelope in his mailbox. 4) Pay off ‘Dear Mr. Prospect, if you need extreme precision, just give us a call.’ All five key prospects are now good Komatsu clients. That’s a 100% score. Bronze Cannes Lions Direct Winner.
Agency: Duval Guillaume Antwerp, Belgium.