BT: The Garden Drop

Wunderman UK has kept its eye firmly on the ball with a refreshing take on direct marketing that neatly tackles consumers’ lack of interest in door drops. Its Garden Drop campaign for BT saw Cardiff City FC winger David Wayne ‘Junior’ Hoilett kick branded footballs into the gardens of footie fans across Cardiff – with the aim of driving interest in the BT broadband with BT Sport deal. 

The delivery of the tailored BT Sport footballs was augmented the more conventional A5 leaflets and the jaunty video, nicely produced by Green Bullet films, which aired on Cardiff City FC and BT’s social media channels and was shared with local media outlets.

Overall the campaign reached 93 per cent of the population of Cardiff and conversion to BT Broadband jumped by 69 per cent in the city compared against standard door drops. Amazeballs!