Telus Communications wanted to increase viewership for their NFL Sunday Ticket – a channel showing every Sunday football game in the NFL season. They did this with a creative and innovative direct mail advertising campaign aimed at their target audience – the avid sports fan.
Unique direct mail piece connects with customers
To communicate to sports fans that NFL Sunday Ticket is almost like being in the stadium, the advertising agency (Cossette Vancouver) used direct mail. Their three-dimensional mail piece featured:
- Turf from a football field – allowing customers to touch the turf and get the feeling of being on the football field
- A catch phrase: “The Greatest Show on Turf” stenciled directly in the turf
Testing confirmed increased sales from the direct mail campaign
The agency tested the direct mail campaign against a postcard without turf. They observed 150% higher sales with the direct mail turf card. Not only did the campaign acquire new NFL Sunday Ticket subscribers for Telus, it proved that an innovative direct mail piece can cut through the clutter and make a personal connection – even with hard-to-reach customers.
Use direct mail to measure your results
The success of this campaign was tied directly to the benefits of direct mail. Let us show you how direct mail can reach your ideal target audience. Learn how to grab your customers’ attention with unique advertising and get great results:
- 150% increase in viewers for Telus NFL Sunday Ticket
- Data analysis (A/B testing) showed that the little piece of turf made a personal connection with customers
These are insights that you can apply in your own business to find untapped potential customers, and grow your business.
Contact us about direct mail today!