BCF/ Boating Camping Fishing Film, Digital The Email Lure by Clemenger BBDO Brisbane

The Email Lure

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Industry Department Stores & Shopping Malls
Media Film, Digital, Interactive & Mobile
Market Australia
Agency Clemenger BBDO Brisbane
Creative Director Cristian Staal, Marianne O’Brien
Art Director Ryan Kidd
Copywriter Shaun Conroy
Released April 2017


Caples Awards 2018
Digital B to C - Bronze

Credits & Description

Category: Retail Services
Media: Direct
Brand: BCF
Agency: BBDO
Geo: Australia
Advertising Agency: Clemenger BBDO, Brisbane, Australia
Creative Directors: Cristian Staal, Marianne O’Brien
Copywriter: Shaun Conroy
Art Director: Ryan Kidd
Head of Art: Andy Geppert
Senior Account Director: Allison Witherspoon
Agency Producer: Robyn Dodd
Re-toucher: Derek Leong
Published: April 2017
The BCF Email Lure was an EDM with an idea in it. We used a fishing technique to give a standard sales email the hook it needed.
BCF (boating, camping, fishing) was one of Australia's largest outdoor leisure retailers. Their mission was to inspire people to master their outdoor passions and become 'BCFing experts'. They were also serious about fishing and each store was packed full of gear to help people catch the big one. By signing up to become 'Club BCF members' people received emails with exclusive offers and discounts. The problem was BCF had 42,000 inactive subscribers who hadn't opened at least their last 20 emails. The task was to get them back on board, opening emails and re-engaging with the brand and, hopefully, buying more product.
Recall emails usually happen when someone sends the wrong message to the wrong person, then tries to take it back. But all this does is generate a second 'Retrieval request' message, which has the opposite effect. Nothing gets people's attention faster than telling them not to look at something.
What's more, the idea of tossing something out and taking it back to entice a bite is just like lure fishing. It's all about nailing the retrieval. This thought led to the 'Email Lure', an email that was cast out and retrieved to catch the elusive target species.
From a group that hadn't opened their last 20 emails, the clickthrough rate was 335% above average.
Final ROI was 715.71%.