Turf War - NFL Sunday Ticket package
TELUS Communications
Issue 29 | December 2013
Agency
Cossette
Creative Team
Creative Director Antoine Becotte Associate Creative Director Garnet McElree Art Director Craig Lam Copywriter Kyle Darbyson Matt Mitchell
Production Team
Director of Production April Haffenden Production Manager Aishaa Abdulla
Other Credits
Account Leads Kelly Lewis Lindsay Lussin
Date
September 2013
Background
NFL Sunday Ticket was a subscription- based television channel service offered to TELUS Optik TV subscribers. It gave football fans access to every Sunday game on the NFL schedule.
The brief was to develop a high impact piece to a segmented group of subscribers who were avid sports fans. These fans were shown to be passionate, loyal and devoted to the game but historically unmotivated by traditional direct marketing.
Idea
NFL Sunday Ticket was the next best thing to being at the actual game.
So, actual football turf was mailed.
It was stencilled with a strong, clear message that would resonate with the audience; "The Greatest Show on Turf".
Sending out an actual, tangible piece of the football field cut through the clutter of mail and instantly connected with
its audience of sports enthusiasts.
Results
The turf postcard was tested against a traditional 4"x6" regular postcard. Results showed the turf postcard resulted in 150% more sales than the non-turf option.
Our Thoughts
There are two stories in this mailing. The first is how Cossette used data to be able to identify and then target directly sports nuts. The second is how with a little bit more thought and a little bit more money spent on the mailing itself TELUS achieved terrific results. True, “150% more sales than the non-turf version” is vague but my bet is this idea generated real money returns.
It is an example of everyone doing it right – from data analyst to planner to creative team to client. It won’t win awards but so what? It won a bunch of new subscribers.