SPARK
Speaking your language
ENGAGEMENT | CRAFT
THE challenge
Spark wanted to convert a group of Chinese customers to a more future-proof Fibre connection. But our data only revealed areas with a higher number of Mandarin-speaking households, not specific households themselves.
OUR HUNCH
Speak to them in their own language to show you can trust Spark, and get value in spades.
what we did
Using a double-window envelope (first of its kind), we created a double sided letter, with each side perfectly tailored to each group.
how it landed
We converted 2.9% of customers to Spark Fibre and reduced overall broadband churn by 11%. As feedback, one customer said, “We hardly ever get letters that we can read. It made us feel very special.” In Mandarin, of course.
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