PROJECT: Personalized postcard & website campaign / Time-Warner New York City region.
OBJECTIVE: Upsell TV customers to a triple play.
OFFER/CTA: Get 3 free months of HBO when you upgrade to a triple play for $99 x 12.
TARGET: Current TV customers.
DESCRIPTION: Our telecom experience extends beyond Comcast to Time-Warner and Cox Communications, and we've done targeted personalized direct mail/personalized website campaigns for all three. This campaign for Time-Warner was also personalized for four psycho-segments, and it showcases our ability to use what we know about a customer to connect and engage on a personal, one-to-one level — to make the benefits relevant and more powerful.
The four psycho-segments — singles, families, connected seniors and traditional seniors — were targeted via four headline/image variations, with further personalization for name, address, years of service — even specific programming that might appeal to the segment. Check out the yellow-circled variables and four cover concepts at right.
It all leads to a personalized website with more targeted information and alternative upgrade offers.
When done well, personalization creates a much more powerful communication that leads to a jump in response rates. When done poorly, it feels awkward and hollow. So when we do it, we make sure we do it right.