BACKGROUND

BT knew there were specific geographic areas where its broadband Infinity speeds were faster than its competitors and identified an opportunity to steal market share.

SOLUTION

BT used data to pinpoint households with slow broadband and targeted them with a highly relevant message.  Using mail they allowed the medium to become the message – humorously suggesting that sending something by post might be faster than trying to contact them by mail. The line on the outside of the envelope delivered the campaign message right from the doormat: “We were going to email you but we think your broadband’s so slow, it was quicker to post you this”. Without even opening the letter, the point was landed.

Results

Response rates of 0.41% smashed the control’s 0.30%. At an 11.4% conversion rate, the mail pack clearly both grabbed attention and was also successful in attracting and converting new customers. Both cost per response and cost per sale were less than half the target making mail both cost effective and successful.

 

Source: BT - DMA Award Winner Silver 2015

Download case study PDF
Physically Irresistible

Download our eBook showcasing the most innovative and inspirational direct mail from around the world and see how the power of physical can help your brand.

Download the eBook

More case studies

ANGFA

The Washable Book improved children's future by changing their behaviour.

Disney Junior

Packs of sun stickers provided parents with an ‘enlightening’ moment.

Titan Travel

Highly personalised brochure delivered a refined travel experience.