To support its first-to-market strategy of offering 100% Full Fibre-to-the-Premises (FTTP) connection, TalkTalk wanted to identify its perfect target audience and acquire them through direct marketing.
To enable a laser-focused targeting approach, publicly-available data was used to develop a database profiling the status of every individual household in the UK. Inferred consumer behaviour was applied and the UK's FTTP footprint, with unsuitable households removed (such as short-term rentals), leaving an untapped selection of prospect properties to contact.
Mail was selected as the preferred channel for execution because the laser-focused approach to targeting required, based on attributes of the individual household. The waste would be too high in other channels such as door drop, partially addressed mail, broadcast media or performance marketing channels.
To maximise standout and engagement, TalkTalk's personalised digital envelope mailpack included the recipient's street name in variable colour. A variable QR code was also personalised onto each envelope, enabling TalkTalk to see and report on which households had scanned their QR Code, and which entered them into a follow-up communications programme.
Thousands of customers were acquired over the course of the campaign and Talk Talk’s cost per acquisition was significantly reduced.
Finalists
- The Media Image, LSEG
- HH Global Data and Insights, Purina
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