ASSOCIATE CREATIVE DIRECTOR
Creativity Intl. Awards
Silver Award Winner
Direct Mail Category
Stage One:
The only type of mail that people are sure to open and pay attention to, is personal letters. They trump anything else in your mailbox, so that’s exactly what we sent: A very personal letter. It arrived in an conventional envelope with no return address. Both, the envelope and the contents appeared to be handwritten and personalized to the recipient.
The letter read:
Dear John (customizable name):
I have something important to tell you. I wanted to do it in person, but since you’ve been so busy lately, I’ve had no other choice but to write this letter.
I feel like something has been wrong for some time. You don’t look at me the way you used to anymore. I remember when you only had eyes for me and I would have your undivided attention. You’d laugh with me, cry with me and always listen to me. We used to have a great time and then fall asleep together every night.
But little by little, things have changed and I feel like you’ve forgotten about me and about the good times we’ve had. And to be honest, your indifference is driving me away as well. I’m sorry to say, but you hardly turn me on anymore and the times I feel a spark are few and far between.
I suspect you don’t find me interesting anymore. I understand that time can take its toll on relationships and the routine of things can make people take things for granted.
But believe it or not, even though we’ve grown apart, I still miss us. I miss your touch and I’m electrified when I remember the times we spent together.
I’d like for us to give this relationship the chance it deserves. I’m more than willing to change, but I’m going to need your help. I can only hope that you feel the same way and have the courage to do your part to save what we have.
Please remember that I have needs too, and they need to be met. For the sake of all we’ve shared, let’s work things out and take this relationship to the next level. We can do this...
Love,
Your TV
PS: I believe we need professional help to get through this. I’ve heard AT&T U-Verse has helped others in the same situation, and I think they can really help me get my mojo back.
Give’em a call: 1(866) 238-3092
When the recipient would realize that the letter was supposedly written by their TV, it became almost unavoidable to read it again to see if it really made sense from the TV’s point of view (which naturally, it did). The response the first mailing had, was off the charts. But there’s always a subsequent mailing a couple weeks later to reach the people who weren’t reached by the first one.
Stage Two:
Our second mailing, was a continuation of the story the first mailing featured. As an imminent consequence of the recipient’s indifference towards the deteriorating relationship with his/her TV; the TV feels the need to find the attention it’s not getting at home, and runs into the arms of another lover.
In this mailing, the prospective customer received a manila envelope from a faux private investigator containing a dossier documenting the cheating TV’s activities along with incriminating photo evidence. Attached was a U-verse business card that the "Private Investigator" included as a reference to “someone who is known to help people in your situation”.
Included in the dossier with the investigator's report, was the "incriminating photo evidence" which were funny photographs of the TV cheating on its owner.
These were some of the photos that were included:
client
AT&T
agency
DIESTE
roles
CREATIVE DIRECTION, ART DIRECTION, COPYWRITING
media
DIRECT MAIL
AWARDS
CREATIVITY INTERNATIONAL AWARDS