Whole Seasons. No Holes.

THE JOB

Lightbox wanted to explore the effectiveness of DM. So they tasked us with acquiring new customers from a cold list. Not an easy task.

OUR HUNCH

No one likes having their programmes interrupted by ads.

SOLUTION

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.

JOB DONE

We doubled our objective with a 6% conversion rate.