The Brief

Client: The SKY Perfect JSAT Corp.(Providing multi-channel Pay TV service) Background: Client has a long-term goals that to get more channel contracts and increase customer retention rate. Campaign summary and strategy: Planned “ 1 month free channel on trial” campaign to say thank their existing customers (500,000) as an Anniversary. This direct mail is delivered to customers on an Anniversary to mark each of them joining this service. Objective: Develop a relationship with the customer to obtain additional channel contracts in the future and decrease the number of customers dropped out their service.

Creative Execution

To aim to improve opening a mail rate and develop a relationship with customers, planned a creative concept that when the customer received this, they should feel as if they got a massage from client only each of them. And to make more effective and increase an application rate, created astonishingly-varied patterns from the contract situation. (offer patterns: more than 2,550, recommendations’ : 5,130.) Such as the channel, which was already under contract, was neither shown nor recommended, offered special services to loyal customers….

Describe the creative solution to the brief/objective.

One to One messaging and offer: Designed a relevant message and offer to each customer by their contract situation on the direct mail using variable printing technology. This helped customers to choose the channel to apply easily. - Each customer can choose one or two trial channels that aren't under contract for free for month. - How many channels you can get will be determined by how much you spent for the last 1 year. Also, created a “channel-recommend-function”: showing most relevant channel by an analysis of the tendency of all customers’ contract situations.

Results

RESULT ON JULY, 2010 Application rate (to submit the free channel offer) 27.82% * Client and we assume that it must have been a higher rate (40%) since there was situations of hardly reach to call center for this campaign because of flood phone line. Actual rate will be reported from the next delivering in August 2010 with specially installed phone lines. * The acquisition rate of the additional channel contract and the customer retention rate will be reported after 3 months from the drop date.