Foxtel direct mail case study

Singleton OgilvyOne came up with this campaign for Foxtel to encourage customers of the Australian cable TV provider to switch to a direct debit payment scheme.

A standard Foxtel envelope was mailed to business account customers, with a leading headline to encourage it to be opened. The twist? The envelope was empty.

A subhead printed inside the flap led to a bare minimum of information below it, which emphasised the advantage of having one less thing to worry about and the simplicity of taking up the offer.

A total of 292 customers switched to Foxtel's scheme in the month of mailing – a 5.3% response rate and 1.3% over target for the campaign.