British Sky Broadcasting: Sky Sports
TNT Post (Doordrop Media) Ltd
The team
Belinda Worrell, Emily Metcalfe, Tshaka Campbell.
Other contributors:
TNT Post, Sapient Nitro.
How did the campaign make a difference?
Sports communication can alienate some audiences during door drops, so a segmented approach was developed to sustain sales during Sky's above the line sports promotion. Response proved that door drops could still drive sales contribution during a premium-priced sports promotion.
What details of the strategy make this a winning entry?
Historical sales showed a declining trend for door drop responders during the launch of the Sky Sports football season....