Zurich 'opt-in mailing' by Publicis Dialog

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Concerned that a quarter of its database had opted out of marketing communications, Zurich has launched a direct marketing campaign, created by Publicis Dialog, that tries to rectify the issue.


The mailer comprises a letter addressing the customer but where there would usually be body copy, there is a blank space, before the "yours sincerely" sign off.

At the very bottom of the letter is a blue text box explaining: Actually, we’ve got lots to tell you about. But we can’t say anything until you tick this box.

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Released: 24 August 2009

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Credits

Project
Opt-in mailing

Client
Ben Randall, customer development manager, Zurich

Brief
Encourage Zurich opt-outs to opt back in to receiving marketing communications from the brand

Creative agency
Publicis Dialog

Writer
Ian Sweeney

Art director
Mark Buckingham

Planner
Andrew Smith

Media agency
n/a

Exposure
Direct

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