Foxtel DM SORRY YOU MISSED THEM by BMF Australia, Bmf

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Industry Telecommunications Services
Media Direct marketing
Market Australia
Agency BMF Australia
Agency Bmf
Associate Creative Director Tim Wood
Executive Creative Director Dylan Taylor-Cd Direct
Creative Director Jun Harada
Art Director Jun Harada
Copywriter Tim Wood
Released October 2009

Credits & Description

Category: Flat Mailing
Advertiser: FOXTEL
Product/Service: IQ TV PROVIDER
Agency: BMF
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: BMF, Sydney, AUSTRALIA
Executive Creative Director/Dm: Dylan Taylor (BMF)
Associate Creative Director/Copywriter: Tim Wood (BMF)
Creative Director/Art Director: Jun Harada (BMF)
Group Account Director: Jayne Andrews (BMF)
Account Director: Anthony Moore (BMF)
Head of Print Production: Libby Hams (BMF)
Account Director: Lisa Cremona (Bluestar Print)
Media placement: DM - Door Drop - Direct Mail - 1 October 2009

Describe the brief/objective of the direct campaign.
FOXTEL is an Australian pay TV provider. Their goal is to increase their subscriber base, using mass reach with a very low budget.

Explain why the creative execution was relevant to the product or service.
The sort of person who misses a parcel delivery because they’re often out is exactly the sort of person who would be interested in FOXTEL iQ. No one likes missing things. So we mirrored the slip Australia Post leaves in your mailbox when you’ve missed a parcel.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With our FOXTEL slip we highlighted that, unlike a parcel, you’d never miss your favourite programs thanks to FOXTEL iQ. This door drop aimed to attract new subscribers by demonstrating that FOXTEL iQ (works like a PVR) was ideal for busy people because you can simply record your favourite shows and watch them you’re ready.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
While actual figures are confidential, this piece generated customer calls and actual subscriptions a whopping 200% ahead of the control pack. We were also able to reduce cost per acquisition by more than 50% per person. Truly great results for an unpersonalised, low-cost piece.