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一封来自爱沙尼亚的大信
案例简介：芬兰广告公司的经理收到了爱沙尼亚的一封 small 的小信。这封信类似于普通文具，但小了 8 倍，象征性地传达了这样一个信息，即爱沙尼亚的印刷比芬兰便宜很多倍。一个介绍印刷厂一些作品的促销文件夹和一个圣玛丽亚胡椒混合物的样本被随信附上，甚至芬兰香料也在爱沙尼亚生产，因为这里更便宜。为了减轻那些担心爱沙尼亚生产后勤问题的人的担忧，要求收件人发送一封电子邮件，表明他们已经收到这封信。印刷厂寄回了一份礼物。收到电子邮件几个小时后，在爱沙尼亚设计和印刷的一本食谱就被送来了，这与胡椒混合物有了联系。礼物附带的信息是: “我们根据你的口味制作你想要的出版物。”
一封来自爱沙尼亚的大信
案例简介：managers for Finnish ad agencies received a small letter from Estonia. Resembling ordinary stationery but 8 times smaller, the letter symbolically conveyed the message that printing in Estonia is many times cheaper than in Finland. A promotional folder introducing some of Print Houses work and a sample of Santa Maria pepper mix were enclosed with the lettereven Finnish spices are produced in Estonia, because it is cheaper here. To allay the concerns of those wary of logistical problems related to production in Estonia, addressees were asked to send an e-mail indicating that they had received the letter. Print House sent back a gift. The gifta cookbook designed and printed in Estonia in a stylish boxwas delivered several hours after the e-mail was received, creating an association with the pepper mix. The message accompanying the gift was: "We produce the publication you desire according to your taste."
A Big Letter from Estonia
案例简介：芬兰广告公司的经理收到了爱沙尼亚的一封 small 的小信。这封信类似于普通文具，但小了 8 倍，象征性地传达了这样一个信息，即爱沙尼亚的印刷比芬兰便宜很多倍。一个介绍印刷厂一些作品的促销文件夹和一个圣玛丽亚胡椒混合物的样本被随信附上，甚至芬兰香料也在爱沙尼亚生产，因为这里更便宜。为了减轻那些担心爱沙尼亚生产后勤问题的人的担忧，要求收件人发送一封电子邮件，表明他们已经收到这封信。印刷厂寄回了一份礼物。收到电子邮件几个小时后，在爱沙尼亚设计和印刷的一本食谱就被送来了，这与胡椒混合物有了联系。礼物附带的信息是: “我们根据你的口味制作你想要的出版物。”
A Big Letter from Estonia
案例简介：managers for Finnish ad agencies received a small letter from Estonia. Resembling ordinary stationery but 8 times smaller, the letter symbolically conveyed the message that printing in Estonia is many times cheaper than in Finland. A promotional folder introducing some of Print Houses work and a sample of Santa Maria pepper mix were enclosed with the lettereven Finnish spices are produced in Estonia, because it is cheaper here. To allay the concerns of those wary of logistical problems related to production in Estonia, addressees were asked to send an e-mail indicating that they had received the letter. Print House sent back a gift. The gifta cookbook designed and printed in Estonia in a stylish boxwas delivered several hours after the e-mail was received, creating an association with the pepper mix. The message accompanying the gift was: "We produce the publication you desire according to your taste."
一封来自爱沙尼亚的大信
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A Big Letter from Estonia
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