Movistar turns its bills into a marketing tool

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Since February, all customers with a telephone contract with the Movistar operator have been able to see how their telephone bills have become a direct marketing advertising medium . Until now, Movistar used different promotional inserts attached to the bills issued. In many cases, this advertising was not even read or was simply thrown into the wastepaper basket, in addition to increasing the thickness and content of the envelope itself.

Now, Movistar has decided to use its own bills as an all india mobile number database advertising medium, integrating commercial messages and promotions into the detailed consumption notes themselves, "what is known as transpromo, transactional and promotional printing" and which combines all types of information in a single document. The technology used for this is based on high-speed digital colour printing on a system called InfoPrint 5000 from the InfoPrint Solutions company. The bill-advertisement also has the particularity of being personalised by segments according to the type of customer, purchasing habits or another series of parameters, which increases the customer's interest in the advertising they receive.

In this case, Telefónica Movistar has issued up to 16 variants of its bill advertising in accordance with the different segments of its customers. This project has been developed by Vesa Direct, a company of the Telefónica Group that also counts among its clients the Banco Santander, Banif and the public administrations.

The company in charge of developing the project for Movistar has been Vesa Direct, a company belonging to the Telefónica Group created in 1986. Its final design took four months. Alejandro Fernández del Castillo, the company's Director of Resources, assures that although the cost is between five and seven times higher than that of traditional bills, in the end it is cheaper because its returns are much higher.