The Personal Video Recorder landscape has changed a great deal over the years, from Betamax to VHS and, now, the ground-breaking Sky+ box. One element has remained constant however: the visual language used to represent the functions of such machines. The segmented letters created for this campaign incorporate this visual language and, in doing so, make the features and benefits of the Sky+ box familiar to those who have yet to experience it. The letter is punctuated in the same way the box manages your TV.

In addition to a clear and effective strategic approach, all the letters achieved the client target response rates with one beating the rate by an incredible 250%.Detailed results:Response rate: 14% overall.Cost per response: £2.85.Conversion rate: 35%.In addition to an increase in revenue generated from the sale of the Sky+ boxes, the mailing had the added impact of extending customers’ contracts for another 12 months, creating incremental subscription revenue.