Experian case study

Experian is best known for its simple list service but wanted to make a business audience aware of National Business Database (NBD), its B2B consultancy providing targeted lists. 

Agency April-Six put together a precisely targeted integrated campaign, comprising direct mail, email and telemarketing, to show how using Experian's information could help build revenue and gain competitive advantage.

The mailer had a cheeky, sport-related creative consisting of strap-on roller skates with the strapline ‘It’s time to leave your competitors standing’. They also received a letter tailored to their specialism and were directed to a microsite offering an agency discount. 

The campaign – which won bronze in the Business Direct category at the 2008 DMA Awards – brought in more than £400,000 in new business revenue, achieved a 30% conversion rate and generated an ROI of £17 for every £1 spent.