Using thermo-graphic ink, and a postcard format to maximise cost-efficiency, the uniqueness of the offer was conveyed in the medium, encouraging engagement and interest from the recipient, while being succinct in content to ensure the maximum positive response. The recipient’s body temperature reacts with the thermo-graphic ink, giving the appearance of ink smudging where the postcard is held. The desired effect is to present the postcard as a ‘wet ticket’.

55,000 American Express Card holders were mailed. Cost was £0.49 per pack. There was 100% redemption within 20 minutes of the offer going live.