Having invested a whopping £10 million in bringing themselves up to speed with the industry big boys, it was help in raising awareness of these best-in-class connectivity and networking solutions that brought Zen to Gasp’s strong and fearless Direct Mail pedigree.
They had a very specific target audience in mind. The aim was to create an impactful communication that would cut through and persuade, the prospects to make contact with Zen. Leading with one of Zen’s key USPs; their unrivalled and award-winning customer service.
We sent a high-impact, unbranded, brick direct mail piece to each contact; a simple and intrigue-arousing mechanic that was a playful reference to that all-too-familiar customer service frustration; ‘it’s like talking to a brick wall’.
The brick outer opened to reveal a Zen brochure on a plinth. The reader’s eye is first drawn to an empathetic question, coupled with first-name only personalisation, it immediately put Zen on a personable footing with the recipient.
With their attention captured, we built on this with a convincing yet affable narrative. The unassuming, informal and approachable tone of voice was indicative of the one-to-one service and rapport a customer can expect with their dedicated point of contact at Zen.
The whole project, as with all successful agency-client work, was a collaborative effort, and it was very much a case of Gasp setting them up and Zen knock them down, as they follow up the warm leads generated by our DM with a robust sales follow up strategy. The campaign delivered an immediate 16 MQL and 2 opportunities, with very high recall of the Direct Mail campaign and brand. The client was so pleased we rolled out the campaign to a new target audience a few months later!