Background

The task was to reactivate lapsed and inactive MTS TV customers and remind active ones to order through their convenient Video On Demand service from the comfort of their own homes in the harsh Manitoban winter, instead of going into town to rent movies from their local video store.

Idea

A postcard was used to engage customers with a simple, yet powerful demonstration of what it feels like to rent movies from a video store in winter. Using thermal ink, the message was revealed by the near-zero temperatures of their freezers and fridges.

A second wave of postcards was sent out, this time without the special ink. The reverse contained a sticker, sized to fit the width of an MTS TV remote with instructions on how to use MTS Video On Demand in three simple steps.

Results

Wave 1: Freezer – 40% of lapsed and inactive subscribers reactivated their Video On Demand service.

Wave 2: An additional 20% response rate was achieved by the Reminder postcard with instructional sticker.

A response rate of 68% was achieved from active subscribers overall.

Comment

I find it hard to believe that anyone at all would pick up a post-card from their hall floor and pop it in their fridge just to see what happens.

But hundreds did and it generated good business for MTS. Maybe it’s further proof that the older I get the more of an ignoramus I become. Or maybe it is further evidence that Canadians are strange people – though talented and charming as well, I hasten to add.

The best thing is that the creative team set out to try and make a postcard an interactive experience. That’s the power of mail, it can turn recipients into participants.

CLIENT: MTS

Product: MTS Video On Demand

Title: “Freeze”

Media: Direct Mail

Country: Canada

Date: December 2009