Partially addressed mail and door drop made acquiring customers a steal

Background

Founded in 2006, Connexin are a UK-based digital service and smart technology provider with an industry- leading offer across three areas: broadband, smart solutions, and digital training. 

Although Connexin have been in business for nearly 20 years, they have a real challenger-brand mentality when it comes to their broadband service. They are local to Hull and surrounding areas, where historically the market was dominated by one other broadband provider. Connexin’s ambition was to disrupt this monopoly and break the longstanding relationship customers had with their provider. 

2024 for Connexin was all about accelerated growth, expanding their network and winning new customers. 

Solution 

Working with their agency partner Dragonfly, Connexin set out to build brand awareness and drive sales.  The plan was to capitalise on Black Friday to drive sales and get their bespoke offers to the right customers in a highly targeted way using a mix of door drop and Partially Addressed Mail.  

Connexin knew their creative concept needed to be bold and disrupted to stand out against the peak Black Friday noise.  And bold it was. The core idea: ‘It’s not a deal it’s a steal’ played on how ‘criminally good’ their offers were.  Imagery mimicked a criminal line-up, using playful visuals alongside sharp, persuasive copy. This gave the piece a distinctive personality that stood out against the bland, transactional offers typical of the category. 

The door drop campaign was designed to reach colder audiences who might have heard of Connexin but hadn’t yet engaged with the brand. Big, bold branding, striking imagery and high-impact offers were used to grab attention on the doormat and spark curiosity.

In contrast, the Partially Addressed Mail targeted households already more likely to respond. These mailings went deeper, providing clear product information and a compelling offer designed to convert interest into a sale.
Unique telephone numbers and UTM tracking on QR codes were embedded in the mailings allowing for additional reporting and greater insight.   

Results

Connexin’s bold campaign performed far beyond expectations, delivering what the team affectionately dubbed “a heist.”

£650,000+ was generated in revenue across the campaign period. The response rate was 1.93%, up from a previous average of 1.33%. This resulted in a 45% increase in sales compared to the previous year., delivering a huge 19:1 ROI.

Source: SMP Awards 2025