This campaign used variable data for personalised Direct Mail teaser ransom notes which were sent out in two stages to a database of existing and potential clients. The idea was to drive them with a personalised URL to a microsite where their potential customers were being ‘held hostage’. In order to free the hostage and win a prize, the recipients had to enter their details.
The interactive site then revealed the tied up hostage releasing themselves and escaping from the gloomy location.
This campaign got a very healthy 25% response.
Jerry O’Dwyer (design/ux), Peter Clayton (photography)