OBI

1. OBI The leading German DIY retailer benefits from an asynchronous mailing solution that allows the automatic sending of highly targeted and highly emotional personal birthday greetings. Customer challenge DirectSmile solution Customer results • Strengthen relations to the top spending customers • Create a reason to visit the store • Approach important customers in a personal and impacting way • Set up of an automated mailing process for asynchronous sending with daily frequency • The top 500 customers of each outlet receive an image personalized birthday card • Depending on their local outlet customers find one of 3 different special offers as a gift on the card. • Conversion rate 18% (store visitors redeeming their vouchers for a gift)

2. M-real For its rebuilding confidence program M-real successfully utilized the full potential of variable data print. Image personalization, full document customization and web integration paid back in an 28% response rate. Customer challenge DirectSmile solution Customer results • Regain confidence after quality and delivery problems • Win back customers • Approach customers across Europe as individually as possible to demonstrate closeness to customers´ needs • Encourage customers to order paper samples • Cross media direct mail campaign in 5 steps, sent out in 12 countries • Printed completely digital in 4 languages using image personalization and variable contents adapted to the different target groups • Integrated web response via personal web code and personal website • Response rate 28 % • Significant increase in sales • High involvement of local merchants • Won the drupa 2004 innovation award

3. Ford With creative use of personalized images Ford added a new personal tone to its customers lifecycle program while keeping close to classic brand advertising. Customer challenge DirectSmile solution Customer results • Strengthen brand loyalty and increase service sales at local Ford dealers. • Present the brand as both innovative and customer-centric • Emotional approach using image personalisation ensures high impact and creates a very personal atmosphere. • Remarkable use of the classic campaign elements for stunning personalization • Mailings customized for each dealer • Intensified customer relations during product lifecycle • High involvement of dealers • Successfully converted classic brand advertising to personalized DM

4. T-Online Integrating e-mail, Web and personalized print via one cross-media production platform T-Online realized a highly customer-centric campaign for loyalty and address cleaning of its ad sales clients. Customer challenge DirectSmile solution Customer results • Create loyalty among T-Online advertising clients • Update and complete address data of clients • Gain additional contacts for ad sales. • Create a high value give away – ideally kept by the client for a longer period. • Give clients the option to get a free image personalized calendar when they update their address on the Web • Using image personalization for teaser e-mails and order microsite with pre-filled data. • E-mail, Web and print media produced via a VDP platform from one data source. • From 1463 clients 36% ordered their own calendar • 48% of these used the option to give away another calendar to a friend giving T-Online the friend´s address.