This campaign was developed to showcase the variable-content capability of MBA’s digital printing equipment.
The Prize Draw centred on a calendar containing picture clues on each month. Guess the name of this month’s movie and win a prize.
The campaign included advertising in Marketing Week, a personalised mail shot and email marketing.
The campaign’s ambassador was Suzie Kennedy, a Marilyn Monroe look-a-like. She provided instant recognition, and an obvious movie link, across all marketing channels.
Existing and prospective clients were invited to request a personalised calendar. They could choose from one of four film genres and further personalise the calendar with reminders of important dates.
Each Prize Draw entrant was given a personal web page (PURL) where they could enter their guess. Additional clues were available on Facebook and a bonus prize was offered via SMS text messaging.
| Acquisition Campaign | ||
|---|---|---|
| Channel | Industry Std | MBA Prize Draw |
| Marketing Week, page advert | 0.1%* | 0.3% |
| Direct Mail to B2B Prospects | 1.65%** | 4.65% |
| Post-aquisition Email | |||
|---|---|---|---|
| Audience | Industry Std | MBA Prize Draw | |
| Prospective Customers | Open Rate | 8.56%** | 25.91% |
| Click Rate | 5.57%** | 17.35% | |
| Existing Customers | Open Rate | 14.92%** | 10.40% |
| Click Rate | 9.35%** | 35.71% | |
* Source: Periodical Publishers’ Association ** Source: Data Marketing Association
