Empty Envelope
FOXTEL
Issue 6 | July 2008
Agency
Singleton OgilvyOne
Creative Team
Simon Bloomfield - Creative Director;Denny Handlin – Copywriter;Simon Bloomfield - Copywriter;Sarra Collins - Art Director
Production Team
Max Baron
Other Credits
Christine Alexander - Account Team;Kimberly Ostle - Account Team
Date
June 2007
Background
FOXTEL loses around AUS$180K annually from disconnections due to non-payment of customers’ accounts. The agency’s task was to encourage customers with a Business Account to take up a Direct Debit payment method by highlighting its benefits, in particular the benefit of not receiving a monthly paper statement. The objective was to get 4% of the 5,500 FOXTEL Business Account customers mailed to switch to FOXTEL EASYPAY over four weeks.
Idea
The agency was faced with a problem: how do you dramatise a reduction in paperwork when you are having to send them paperwork in order to tell them about it? The solution was simple. A standard looking FOXTEL envelope was mailed to customers, with a leading headline to encourage it to be opened. The twist? The envelope was empty. A subhead printed on the inside of the flap led to the bare minimum of information below it, emphasising the advantage of having one less thing to worry about, and the simplicity of actually taking up the offer
Results
292 customers switched to FOXTEL EASYPAY that month – a 5.3% response rate and 1.3% over target for the campaign.
Target Audience
Foxtel Business account customers
Size
5,500 mailings
Our Thoughts
Another 'bread and butter' piece. And while we may have seen the idea before it is an elegant solution to a difficult brief. It also deserves to be in because a 5.3% response within a month to an appeal to shift to direct debit is remarkable. SH