AGENCY: IDN Belgium
CLIENT NAME: Corelio
How to make people a subscription offer that they can’t refuse, with the objective to raise the response figures with about 50%.
We send the readers a no-nonsense mailing with a creative, teasing twist: a lotto ticket. Indeed, many people like to play the lottery and there are few that refuse to scratch when they have the chance to. The promo message is wrapped in an attractive style. The reader really doesn’t receive one month for free, he has to win it!
In one month we reached 10,000 people with a budget of 15,800 euro. Response rate of the test with 4 circles was no less than 27 %. The original response figures were almost tripled! Lucky us …
During the campaign two types of lotto tickets were tested. The first run only had three circles. This didn’t work, because it was too obvious. On the other hand, the second run had indeed 4 circles. Because people always scratch from left to right, the first circle was a false. This would mount the tension. And it did. The second run was much more successful than the first one. Because it seemed as if the scratcher actually had a lucky day: he had received the direct mail with a chance to win and had won!