Orcon ‘Junk Mail’ direct mail campaign

Orcon needed to drive residential broadband sales to meet their target at the end of the financial year. Sales hadn’t been quite as high through the year as they’d liked.

There were several barriers they had to overcome to get potential customers to switch to Orcon. Most customers already have ‘break-out’ fees built into their current contracts, the market is cluttered with confusing offers from telcos, and to top it all off, Orcon suffers from low brand awareness.

So how could they get their target to ditch their current telco for what might be seen as ‘just another telco offer’?

The solution? A 155x385mm slab of cardboard. The piece looked like it had been ripped from an old cardboard box, printed with their core thought: “Orcon’s best broadband deal ever – so good, there wasn’t much left to make this [DM piece] any fancier.”

The slab of cardboard was big enough to create a striking visual impact (it stuck out of the target’s mailbox) and small enough to get bulk mail rates. Cha-ching!

They almost tripled the client’s sales target, and gave them their highest ever acquisition rate over a one month period. Which isn’t bad, considering the company’s been around since 2001. The client was so impressed with the results, they’re printing a further 100,000 pieces to send throughout New Zealand.

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