PAUL HANCOCK

We targeted potential new customers for BT by using data to pinpoint households with slow broadband provided by its competitors. We used traditional ‘snail mail’ to allow the medium to become the message – humorously suggesting that sending something by post might be faster than trying to contact the customer by email. Without even opening the letter, the point was landed, using a seemingly restrictive format to our advantage. The campaign was highly effective at grabbing attention and attracting new customers to BT Infinity Broadband. Response rates were 0.41% against a control 0.30%, with 11.4% conversion. Both cost per response and cost per sale were less than half the target.