SKY Perfect JSAT DM FREE TV! JUST FOR ME! by Fuji Xerox

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Industry TV Channels/Radio Stations and Programmes, Сable/Satellite television
Media Direct marketing
Market Japan
Agency Fuji Xerox
Art Director Yukitaka Saito
Copywriter Maki Fujikami, Mr Junpei Watanabe
Producer Naho Kobayashi
Account Supervisor Masahide Matsunaga
Released July 2010

Credits & Description

Category: Flat Mailing
Product/Service: TELEVISION
Date of First Appearance: Jul 14 2010
Entrant Company: FUJI XEROX, Tokyo, JAPAN
Producer: Naho Kobayashi (Fuji Xerox)
Planner: Satoko Shimizu (Fuji Xerox)
Copywriter: Junpei Watanabe (Watanabejunpei Sha)
Copywriter: Maki Fujikami (Watanabejunpei Sha)
Art Director: Yukitaka Saito (Buffalo D)
Database Analyst: Katsunori Horii (Fuji Xerox)
Assistant Database Analyst: Kota Morita (Fuji Xerox)
Production Manager: Takaki Inamura (Fuji Xerox)
System Engineer: Tatsutoshi Tokunaga (Fuji Xerox)
System Engineer: Hisashi Moriya (Fuji Xerox)
System Engineer: Nobuyuki Kawai (Fuji Xerox)
Desk Top Publishing Operator: Yoshiko Harima (Fuji Xerox)
Production Manager: Yoshiko Toyota (Fuji Xerox)
Account Executive: Shigehito Morisaki (Fuji Xerox)
Account Executive: Kotaro Nakamura (Fuji Xerox)
Account Supervisor: Masahide Matsunaga (Fuji Xerox)
Media placement: Direct Mail - None - 14th July 2010

Describe the brief/objective of the direct campaign.
SKY Perfect JSAT Corp. (Digital satellite broadcast platform)

Valued customers subscribed to Sky PerfecTV e2 service for at least 2 years.

Our objective was to send messages to customers on the anniversary of the month they subscribed, offering them a free channel for one month and expressing gratitude for their loyalty. Our plan was to help support the client's long term vision of enhancing customer retention and expanded subscriptions. As part of the plan, this campaign aimed to strengthen customer relationships by encouraging customers to subscribe to more new channels and remain loyal Sky PerfecTV customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our strategy was to create the feeling of one-to-one communication between Sky PerfecTV and their customers and strengthen relationships, encouraging more customers to open the envelopes they received and read the messages. The personalized messages and free channel offers were chosen to match the interests of three different customer segments based on subscription status, and to clearly indicate the new free channels available to each.
An easy-to-understand gallery of channel recommendations was displayed for customers. To avoid recommending channels to which the customer was already subscribed, we needed to create 2,550 versions of the message, featuring 5,130 different recommendations.

Explain why the creative execution was relevant to the product or service.
To fulfil the client's desire to express their gratitude for their customers' loyalty, we needed to create the sense of one-to-one communication rather than the standard commercial campaign feel.
Further, we needed to exclude channels customers had already subscribed to from the free channel offered, so we integrated customer information from the client's database with personalized on-demand printing to offer each customer an appropriate present. This creative execution was the unique feature of the campaign that helped it achieve the client objective.

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.
RESULTS 35% of recipients actually applied for and received their anniversary present. Customer retention improved, with 99.7 percent of the present recipients remaining Sky PerfecTV customers. And thanks to this campaign, some 12,000 customers were retained.