AGENCY: IDN Sweden
CLIENT NAME: Viasat
Since 2012, Viasat has sent their customers a birthday greeting movie.
The birthday greeting movie is part of Viasat’s loyalty program Viasat Ger Tillbaka (Viasat Gives Back).
This year, Viasat wanted to send a new Birthday Greeting Movie to their customers.
• Increase knowledge about Viasat Ger Tillbaka
• Build the Viasat brand
• Make the customer feel that Viasat is a warm and friendly company
• Activate the customer
Target audience: All Viasat customers
Just as in the 2013 birthday greeting movie, we wanted to use a celebrity. But this year, we took it a step further. Instead of using a well known song, we commissioned one of Sweden’s most famous musicians and song writers – Mauro Scocco – to write a special song for Viasat’s customers. We filmed Mauro and his band at a well known Stockholm concert hall. In the movie, Mauro shows up at the rehearsal with a newly written song and plays it solo to show the band. The sheet music shown in the movie is personalized (”Birthday song to Julia”).
We actually printed the 400 most common names among Viasat’s customers (which covers around 85 % of the customers) and filmed each sheet! The rest of the customers got another version without the close-up of the sheet music. On the customer’s birthday, he or she gets an e-mail with a personalized birthday greeting and a link to the personalized movie. To certain customers we will instead send a personalized direct mailer together with the personalized sheet music (not yet launched).
Google Analytics July 21–August 10: 49 % opened the mail, 39 % clicked to the campaign site and watched the personalized movie.
A telephone survey that compared the e-mail with a two year old similar campaign, were we used direct mailing, showed some interesting results. Though fewer of the recipients read the e-mail compared to the direct mailer (67 % of those who opened compared to 81 %), the e-mail was more efficient when it came to actually watching the movie (39 % of those who opened compared to 25 %). Also, according to Google Analytics 50 % of those opening the mail used a smartphone. This will probably effect the way we do next year’s birthday greeting.
According to the telephone survey, the overall opinion among customers were very positive. People who watched the movie had a significantly more positive view of Viasat compared to those who didn’t watch the movie.
On the customer’s birthday, he or she gets an e-mail with a personalized birthday greeting and a link to the personalized movie. To certain customers we will instead send a personalized direct mailer together with the personalized sheet music (not yet launched).