AGENCY: IDN Norway
CLIENT NAME: Ullevaal Business Class (UBC)
Ullevaal Business Class (UBC) provides services toward companies at Ullevaal Stadium (the national arena of the Norwegian national football team), primarily meeting and event facilities and hospitality memberships (VIP tickets). In the coming season (starting with the qualifier to the World Cup in Russia 2018), UBC has changed the name and structure of their hospitality concepts. The concepts are very exclusive and have a price range from EUR1600 to EUR3350 per person and season. NXT/A2N was challenged with the task to produce a mailing that would communicate the new concepts and work as a door opener for sales meetings.
Chief Executive Officers and/or Sales Directors in large and midsize businesses. The group consist of hospitality renewals as well as new potential customers.
First priority was to be top-of mind when the sales call was made by UBC. We produced a large box with the logo of the national team and the first line of the national anthem. When the box was opened it revealed a football stadium with a letter and a football scarf inside (hospitality members always receive a free football scarf when Norway is playing their national games). The creative idea was trying to evoke the special experience you feel when watching your favorite football team live at a stadium. The flaps of the box had a brief presentation of the new hospitality concepts and the letter was an invitation to take part of the journey of the Norwegian national team.
In order to secure focus and a tight follow up of each potential customer, the mailing was delivered in smaller batches in the period April-June (the 2016/2017 season starts in September). It was then followed up by a phone call from the client within a couple of days.
The mailing created the desired effect, when it comes to communicate the new hospitality concepts. Although the target group are businessmen, seldom easy to get on the phone, an overwhelming majority was positive when the call was made.
• 100 mailings sent
• 20 meetings booked
• 13 offers sent
One sale has the average value of EUR9000 (average 5 seats/memberships per customer).
Actual sales figures are not final, since the sales process is long and complex. The season starts early September. The goal for UBC is to have a majority of the available hospitality memberships sold by then.
• Box shaped as football stadium
• Football scarf