Virgin Media
Rapier
THE TEAM
Chris Bibby, Tim Matthews, Rob Ferrara, Liz Franklin, Matt Kramer, Rob Reason, Alex Naylor, Melanie Cook, Simon Mills, Roddy Adams.
WHAT IS WONDERFUL ABOUT THIS WORK?
Targeting, insight and creative combined to deliver a step change (1.9% response and 260% of target) that shaped Virgin Media's Q4 2009 campaign. The TV-led test pack beat the previous bundle champion by 10% and converted over 6,000 notoriously difficult to dislodge Sky customers.
OBJECTIVES
To test the effectiveness of TV-led DM versus a proven bundle-led mailing. To hit call targets of 0.39% net RR, 1,170 net calls for...