Challenge:

To increase the credit card usage of dormant card holders, new card holders and card holders who never used their card for any purchase. Increase SONY website traffic by 10%

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Action:

An innovative, untraditional direct mail campaign was sent to 300,000 people throughout the country who met the targeting criteria. A 6" canister containing a newly design credit card, an "automatic play" USB plud, and a short invitation style note, invited card holders to plug the USB into their computer, which automatically brought them to teh SONY website, to receive a 15% discount on their next SONY card purchase.

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Result:

The most successful direct mail campaign in the history of SONY. Website traffic increases by 43% and maintained a positive 17% web traffic rate and 3% bounce rate for 3 weeks after the mailer was sent. And SONY reported $3.7 million in NEW SONY credit card purchases, just through the people who received the mailer.