LOOK WHAT KYLE DID
Copywriting | Creative Direction
Consumers have been growing increasingly vocal about their frustrations with bloated, expensive channel lineups.
TELUS wanted these customers to know there’s nothing wrong with demanding something better.
In fact, we empowered them to proudly announce it to the world by creating a direct mail piece that transformed into a megaphone.
So how did we do?
Our message clearly connected with frustrated customers, as we saw a lift over control of nearly 25%.
NFL Sunday Ticket is a premium sports channel giving football fans access to every game on the schedule. Problem was, those same fans are notoriously hard to reach via traditional direct mail. We needed a piece that would stand out on a pile of mail and connect with these sports junkies.
So we created a piece printed on an actual piece of astroturf, suggesting that subscribing to NFL Sunday Ticket puts them closer to the action than ever before
So how did we do?
We tested this piece against a traditional postcard and saw an astounding 400% increase in conversions. What's more, we were also featured in Directory, the showcase of outstanding direct response advertising.