TELUS wanted to increase sales of their multi-media phone bundle SPARK, which has many different features including TV, web, radio and music downloads. The key challenges were low awareness of SPARK and the fact that most TELUS customers just used their phones for voice. One more challenge was that the campaign ran during the busy holiday season, so it was important to break through all the noise.

The Objective

The key objective of the campaign was to increase awareness of all the features of the SPARK bundle and get respondents excited about them. In hard numbers, the goal was a 30% incremental increase in sales of the SPARK bundle compared to sales for clients who did not receive the DM.

Cover-DM Self Mailer

LIFT designed an advanced personalized direct mail piece, that customized messages by 39 different handsets, gender, age, three different bundle offers based on their phone capabilities, three regions and two promotions. The result was 8,424 possibilities, not including first name personalization.

This allowed us to personalize messages that showcased benefits customized to individual respondents. For example, a male over age 36 would get a mailing with a picture of CBC’s National News, while a younger male would receive a picture from MTV.

The creative included humorous headlines that included first name personalization such as “Andrea, get a little SPARK” and “Meghan, we’ve got a bundle of ways to entertain you.”

Inside Spread

In the 30 days following its launch, the campaign achieved a 122% lift – meaning over twice as many clients who received the direct mail bought a Spark bundle versus those that did not receive the mailing. This was over four times higher than objectives outlined at the start of the campaign. People posted the mailing on their fridges and in their offices. The campaign was so successful, it was repeated the following year.