20291

H. Traditional Direct Response Marketing
18. Direct Mail or Print or OOH (Non Campaign)
Gold Winner

Black Glossy

Cablevision Systems Corp.


Submitted by: Joe P. Leonard - VP, Mass Marketing - Cablevision Systems Corp.

Marketing Team: Kathy Filosa - VP, Direct Marketing - Cablevision; Cynthia Diaconu - Director, Direct Marketing - Cablevision;

Creative Team: Andy Zuckert - SVP - Rivet; Paul Calizaire - Account Director - Rivet

Marketing Summary

Situation Analysis

In light of the FiOS expansion and constant DBS presence, Cablevision needed to cut through the clutter and position itself as a modern, exceptionally value-focused, high-tech provider of choice in the marketplace.

Strategy

Create a sleek, modern, high-tech creative that highlighted our gift with purchase of an iPod Touch. A black glossy outer envelope with metallic copy and an embossed 4-color iPod Touch image was used to grab the consumers’ attention and to get them to open the mail. The contents followed suit – utilizing metallic treatments and 4-color imagery.

Tactics

We executed a high-impact mailer, that included an outer envelope, letter and buck-slip. A track-able telephone number was our call to action.

Results

The Black Glossy was easily a top performer with a 62% increase in response and a 38% increase in sales yield.