Many people on Vodafone still live in 'mobile black spots'. We had to show they were valuable as customers, and tell them about a unique product that would boost their signal.
Using satellite imagery, we created a mailer that featured an aerial view of their home, and increased the personalisation further by including their address in the headline. That gave the piece standout, proved Vodafone was paying attention to them as an individual, and got people talking about the offer too.
We sent out 140,000 unique, personalised mailings. These had a conversion rate of 2.31%, and over 3,200 customers who received the mailing chose to buy the Vodafone's signal-boosting device.