This direct mail piece was part of a larger campaign driving card holders to an online price-drop travel auction, where each day (for nine days) an awesome destination was auctioned. But prices dropped as card members bid. With stamina, trips could be had for a song. The alternative was to waste a golden chance or pay over the odds. We used Direct Mail to target card holders in the greater London area with a propensity for travel and the likelihood of seeing the campaign’s ambient activity throughout The City.

The entire campaign was based around the idea of ‘get your dream holiday before someone else does’. For the Direct Mail the location was Hong Kong. Like the locations bid for by card members online, each element gradually disappeared or was taken away by someone else. In this case, we sent a Fortune Cookie packet to the target audience containing a fortune saying ‘Get the best of Hong Kong before someone else does'. No actual cookie was included, the implication being that someone else had already got there before you, just like they could online at the travel auction.

Of the 207,000 card members mailed a whopping 8,352 responded, giving an overall response rate of 4%. During the campaign, goingonce.co.uk received over 300,000 hits, 80,000 openings and 12,000 click throughs.