Creative: Budget Over $100,000



Client: Shaw Cablesystems, Calgary

Campaign: Shaw NFL Sunday Ticket

Agency: Bryant, Fulton & Shee Advertising, Vancouver

Creative Directors: Dan Scherk and Lisa Francilia

Copywriter: Pam Fraser

Art Director: Darren Bennett

Photographer: Anthony Redpath

Agency Producer: Irene Bennett

One of the entertainment products available on Shaw’s pay-per-view programming is the ‘NFL Sunday Ticket Package,’ for which customers may subscribe for a whole NFL season. Since the games are not available on competitors’ channels, it’s the perfect opportunity to promote the programming – via direct mail – to potential football junkies.

‘Amusing’ creative was designed to appeal to the ultimate football fan – male, aged 18 to 45 – who likes having the boys over to watch the game and down a few bowls of chips and a few buckets of beer while reliving his glory days.

Within that overall target, Shaw wanted to generate high response rates in two specific groups: previous subscribers, and existing Shaw customers who had not previously subscribed, but would be good prospects based on pre-profiling techniques.

Direct mail pieces for each group were designed to either inform the audience about the NFL feature on Shaw, or remind them that the season was approaching, and generate interest and subscriptions, while maintaining Shaw’s ‘young and cheeky’ brand identity.

The ‘Sounds of Sunday’ piece, sent to those who had never subscribed, included a CD with saw blade design, which featured 17 audio tracks to help men fool the ones they love into thinking they were working around the house while, in fact, they watched football.

A door-hanger mailer, based on the same theme – with visuals of a man vacuuming with the copy ‘Do Not Disturb. I’m cleaning the house.’ – was sent to previous subscribers, along with the game schedule, call-to-action and offer.

The campaign achieved objectives (previous subscribers returned to the fold and 9% of those who had not previously subscribed, responded) and more importantly, the humorous creative hit home with football lads.


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