PROJECT: Mailer to current customers / National.
OBJECTIVE: Encourage loyalty among high-value customers.
OFFER / CTA: Take advantage of free club membership.
TARGET: XFINITY Triple Play customers.
DESCRIPTION: When you’re an XFINITY Insider you’re part of an exclusive club. You’re one of our best customers and we’re rewarding you for your loyalty. And the exclusivity is part of that reward — after all, you’re an “insider.” So the invitation to take advantage of your club membership needs to say “special” and “rewarding” before it says anything else.
Our cover is charcoal matte, with “XFINITY Insider” there in black ink with a varnish sheen. Its unique size and thickness help it stand out in the mailbox. And it unfolds and unfolds and unfolds, which suggests the perks go on and on.