FedEx
Wunderman
THE TEAM
David Harris, James Nester, Chris Lawson, Kevan Ansell, Emma Sherrard, Angela Vitelli.Other contributor: LBM – Data provision.
WHAT IS WONDERFUL ABOUT THIS WORK?
The business market already knows about FedEx's overnight service. To win new customers, we promoted the more affordable four-day option. Our prospects had a very high potential lifetime value. So 35 direct responses (a 7% response rate), with 17 new customers, equates to a 1,275% ROI.
OBJECTIVES
To generate new leads and customers and create a DM pack with long shelf life that potentially engages several decision makers.