the challenge was to develop a low cost per thousand prize draw mailing that would still deliver solid results for warm, cold and lapsed audiences.

Our pack increased the sense of urgency whilst also being quick to read and enter. An immediate exciting hook was developed with the potential for instant wins in pre-draws. This was achieved whilst also maintaining a balance between the prize draw element and IFAW’s cause focused projects. The pack proved to be a success, engaging our audiences and outperforming all targets. We delivered a 7% increase in response rates when compared with the average of all other mailings through the year.

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