Campaign details
Brand: SkyAdvertiser: Sky GroupAgency: Sky Creative AgencyCountry: UK
Campaign Overview
Return to sender
Ignorance isn't bliss when lapsed customers fail to respond. Sky wanted to tackle the issue and win back previous subscribers.
Strategy
The Sky Winback programme is designed to persuade lapsed customers to come back to the broadcaster. Despite well-planned, well-targeted and structured campaigns featuring different mailings, a sizeable number refuse to return.
The business-as-usual campaign consisted of a standard C5-format, Sky-branded letter and outer envelope. While it had proven fairly effective an increase in conversion rates was desired....