FedEx Canada’s DM campaign ‘Take a Spin’ went under the microscope when John Rocca, VP/CD of Toronto-based FUSE Marketing Group, and Steve Murray, VP/CD, of Toronto-based Arnold Brand Response, took time to break it down. Created by Toronto agency Henderson Bas and running nationally from May to early July, ‘Take a Spin’ was geared towards building business with existing customers, acquiring new customers and re-acquiring
defectors from the service.
Touting hundreds of prizes, including a trip to Las Vegas,
people were enticed with a
free-play casino chip. At Fedex’s Web site, they would play the online slot machine, as well as
register and reveal their shipping behaviours. And every time they shipped with FedEx Express, they’d get another chance to ‘Take a Spin.’
Results were impressive with a 33% response rate from existing customers, 20% from new prospects, 18% from defectors
and an 86% shipping/spin rate.
With the results in – here’s what the panel of experts had to say.
‘Take a Spin’ credit goes to:
CD John Finkelstein and creative strategist Kathy Kohn were the brains behind the idea.
THE CONCEPT
J.R: Gaming devices are engaging and consumers get really excited about them.
But my main concern is aligning my brand with [gambling, which] has a potentially negative connotation. Especially since the DM package goes to people who have defected from FedEx, I don’t know if I’d be re-opening old wounds.
S.M: I think it’s intriguing. I don’t think it diminishes the brand by connecting it to gambling. It actually brings the offer to life. The strategy of driving them to the Web site to experience a gaming opportunity is great.
THE CHIP
J.R: I love the chip and that it drove people online. This is one of those contests and promotions that actually work well because you want to go online to pull that slot and see if you’ve won immediately. And capturing data while you’re getting people engaged is a plus.
S.M: I did like the chip. It gave [consumers] something to hold onto that would send them to the Web site versus them saying, ‘Okay I’ll just keep this letter posted to my wall to remind me to go.’
THE COPY
J.R: I would have liked some customized communication. I would have potentially come up with a generic promotional theme and then secondary messaging that was targeted. The theme name right now ‘Take a Spin’ sounds more acquisitionally focused, whereas if I’ve been a user for many years or am a defector, it doesn’t really speak to me.
S.M: ‘Stack the odds’…. That doesn’t really bowl me over. It’s basic copy that’s been done well but is lacking a concept.
THE CREATIVE
J.R: The creative execution seems to be faithful to the FedEx brand from a colour point of view – it is simple and clean with lots of white space. But the win message – I don’t feel it’s pumped up enough.
S.M: Graphically it looks very flat. Yes, they
did an icon but DM has an opportunity to tell
a bigger story with reveals and intriguing envelopes or self-mailers that actually could depict the experience of Las Vegas. I think it was a huge missed opportunity.
THE INTERACTIVE
J.R: I like that they were building equity: They came up with that promotional slot machine and they incorporated the FedEx logo. I love the fact that it encourages
multiple visits to their Web site. Obviously more chances to win translates into more shipping for FedEx.
S.M: It’s a great way to capture information – instead of just giving them a bribe to fill out a survey, they’ve actually intrigued
them with a sweepstakes, got them involved and in turn got them to give personal
information. But I think there’s an
opportunity to drive new customers coming to enter the sweepstakes deeper into the Web site – again, a missed opportunity.
