Virgin One ‘Tell us where to go’ DM

This direct mail communication simply and clearly explained the product and gave prospects the opportunity to tell The Virgin One Account exactly how they wanted to be treated in the future. The mailing achieved an exceptionally high response rate and won a multitude of awards.

Campaign Objective:

To increase customer acquisition through cleansing the database and identifying potential new customers for future targeting.

The convention:

To regularly mail the entire database in the hope that some enquirers will convert – often using hard sell or irrelevant messages.

Our solution:

To give prospects the opportunity to tell The Virgin One Account exactly how they wanted to be treated in the future and filter out enquirers who were no longer interested.

Creative Strategy:

We produced a one-piece direct mail communication, which simply and clearly explained the product and invited the recipient to respond honestly by telling the Virgin One Account ‘Where to go’. The campaign was executed as a drop-down postcard mailing, with each postcard providing a response option based on the likely objections of the recipient: Eg. “I’m worried about my redemption penalties”, “A fixed rate suits me better”, “No thanks, please stop bugging me”, etc. Each postage-paid postcard was bar-coded with the recipient’s details.

Result:

The mailing achieved a 10.2% response rate, significantly exceeding the expected 4%. Only 2.5% responded “No thanks, please stop bugging me”.

The campaign won a multitude of awards, including Best Financial Award in the Precision Marketing Awards, Best Use of Direct Marketing in the MCCA Awards, DMA Royal Mail, AME International, and a DMA International Echo Award.