A Simple Letter From Bjarne Hastrup

Background

Attracting new members for DaneAge at the lowest possible recruitment price.

Target Group

225,000 households with at least one resident aged 60-75, segmented as follows:

• 100,000 addressed direct mails to households with no members of DaneAge.
• 125,000 unaddressed mails to households where there would probably not be any members of DaneAge.

Campaign Goals

Testing different distribution methods and attracting new members: Index 100.