See it, hold it, smell it – do it. A touchy-feely reminder

Background

The target market was lapsed subscribers to the newspaper. They had actively 'unsubscribed' and had not responded to a combination of four standard letters and emails attempting to win them back with price-based offers.

A new, more creative approach was required, centred on the insight that digital alternatives simply don't offer the same tactile experience and ritual as a newspaper.