Vodafone New Zealand direct mail case study

This 2007 campaign for Vodafone in New Zealand launched the company's B2B landlines. A massive piece of direct mail was sent out to to small businesses to create a dramatic impact.

Vodafone’s 'Incredible Bill Shrinking Department' sent the world’s biggest business reply envelope for the recipient to send their current bill back, highlighting the fact that their current bill was probably bigger than the one Vodafone could offer.

This was bread and butter work for agency Aim Proximity, which focused on the competition's weakness to great effect and turned in a 4.67% response rate.