Direct > Use of Direct Marketing
MISSING YOU LETTERS
BBDO GUATEMALA, Guatemala City / BLOCKBUSTER / 2010
Overview
Credits
OVERVIEW
BriefWithProjectedOutcomes
The solution was really romantic, and charmingly old fashioned . Our inactive clients received hand written Missing You Letters, VIA AIR MAIL replicas, in which the supposed senders were Hollywood celebrities that star in our movies for rent. They asked the reader why they had abandoned them. Finally, they were explained in the P.S. of the letter that if they had not gone to look for them at Blockbuster due to the late fees, then by showing up during that month, said debt would be erased leaving their balance back to zero. Their debt was forgiven.
ClientBriefOrObjective
Many good clients stop renting movies due to late fees. They are still members of Blockbuster, but they turn into inactive clients. Our challenge was to reactivate the largest amount of late clients as possible trough a direct marketing action.
Effectiveness
We sent a total of twelve thousand (12,000) letters that generated a reactivation of three thousand one hundred and twenty six (3,126) members. It leads to a 25% level of effectiveness.
Relevancy
The action mixed fiction with reality in it's tone and form. We sent out letters via AIR MAIL in the mail. The arts and crafts quality and the level of personalisation with which the letters were produced made many of our inactive members receive them with curiosity. It made them appreciate and assimilate the totality of the message 'we miss you, come back and your debt will be forgiven'; to a point that many of them asked to keep the letters as a souvenir as they came back to Blockbuster.
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