Ready To Push The Envelope?

Background

In today's 'always-on' society, finding time every week to read a business publication can be a challenge, a reality which Australia’s BRW magazine has to contend with when wooing new subscribers. With this in mind, this acquisition campaign had a target of a 0.5% response rate.

Idea

How do you get subscriptions to a business magazine? Lavender wanted readers to know that BRW magazine is all about insightful, award-winning business journalism. Journalism they can use to get racing full steam ahead up the corporate ladder. At the end of the day, when all’s said and done, clichés have no role in BRW editorial, just as they shouldn’t in business meetings. So, they sent them a letter stuffed full of clichés - and challenged the recipients to notice. If they did, they were the type of person who would benefit from a subscription. If they didn’t, they were definitely the type of person to benefit from a subscription.

Results

The campaign exceeded target with a response rate of 0.55%.

Target audience

The next wave of Australian business leaders who are hungry for business knowlegdge - young, savvy generation ‘X-ers’. Not traditional BRW readers, but the subscribers of the future.

Volume/size of campaign

150,000 mailers

Our Thoughts

Here’s an idea that gets its foot in the door and bends over backwards to get at the low-hanging fruit so BRW can laugh all the way to the bank. I just wonder if, rather than explain it as early as the fourth line of the letter, the idea couldn’t have been extended a bit further? Then, maybe, it would have been a slam dunk.