2023 Bronze Mail
11 Dec 2023
Agency: Sky Creative
Client: Sky
Entry Title: Sky Winback DM King’s Coronation
Executive Summary
The Sky ‘winback’ programme is designed to compel lapsed customers to return. BAU direct mail campaigns continued to perform well, but the broadcaster wanted to see if more timely and contextually relevant messages could drive incremental results. The King’s Coronation provided the perfect opportunity to put this to the test.
Strategy
The TV subscription business has become fiercely competitive and fragmented in recent years.
Sky knew that many ex-customers - particularly those who’d been away for two or three years - wouldn’t be tempted back by just a standard offer delivered in a standard format.
The strategy took a completely different, more disruptive approach and presented the offer in a surprising, engaging and contextually relevant new way.
With the King’s Coronation on the horizon, Sky saw this as a huge and tactical opportunity to drive home reasons to rejoin.
Creativity
The mail pack was designed to look like a royal invitation to the Coronation weekend. The design, font, paper stock, and language conveyed an appropriately regal look and feel. A bespoke crest was created, based on the Sky Q logo, to add another layer of authenticity and ‘Trojan horse’ stealth.
Once opened, the recipient would be personally invited ‘to attend a celebration of glorious entertainment’; the venue being their own address (featured). They’d be ‘welcomed graciously back to the Kingdom of Sky’ and were presented with a unique price offer, tailored to each individual.
Results
Results were 7% over target—bringing another outstanding benefit: customers would renew on an 18-month contract. Besides generating immediate income, having them back would provide a golden opportunity to upsell other products and packages to them in future.
The Team
Sky/Sky Creative: Andrea Locatelli, Creative Director - Nigel Edginton-Amor, Creative Director - Natasha Ali, Copywriter - Georgia Brown, Design Lead - Gloria Ansah, Senior Artworker - Darren Keeley, Lead Artworker
Victoria Winstanley, Senior Producer - Amy Mills, Producer - Fiona Millard, Print Manager
Laura Adams, Executive Producer - Caroline Coates, Senior Quality Controller - Zara White, Quality Controller - Becky Castano, Marketing Manager - Chris Stanfield, Business Strategy Graduate - Rachel Nicholas, Marketing Manager
Contributors
The Lettershop Group