tw telecom On-Net Direct Response Campaign

Strategy

The marketing objective for this direct mail program for tw telecom was to target potential customers in multi-business buildings that were already connected to tw telecom’s online network (On-net). To do this, we created an out-of-the-ordinary three-dimensional pop-up piece, designed specifically to cut through mail clutter and dramatically increase response rate across the smaller mailing list.

This piece arrived collapsed in a clear envelope, and expanded to reveal a region-specific city scene, including personalized copy and offers and a highlighted representation of the potential customer’s building in the middle of the scene. Response was channeled through a responder site that carried out the “pop-up” execution with a Flash animation

Results

Even the most conservative estimates across phone and online response rates show that the piece has exceeded the client’s aggressive 5% meet-rate target.

Awards

2009 BMA Silver Key