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| THE CHALLENGE: Hoechst Celanese wanted to reach out to smaller buyers of Nylon 6/6 - but being a smaller supplier, they didn't have a big budget. |
| THE IDEA: By delivering a personalized message to key buyers, Hoechst Celanese was able to let them know they'd never be lost in the shuffle. The tagline, "We appreciate your business", was carried beyond the mailings, all the way to how the phones were answered. Customers showed their appreciation with increased sales. |
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