Whole Seasons. No Holes.
Lightbox wanted to explore the effectiveness of DM. So they tasked us with acquiring new customers from a cold list. Not an easy task.
No one likes having their programmes interrupted by ads.
To demonstrate this idea of ‘interruption’, we wrote customers a letter… then cut words out of it. These holes interrupted the readers’ flow, putting them in the right headspace to talk to them about ad-free TV with Lightbox.
We doubled our objective with a 6% conversion rate.