The simplicity of design in this direct marketing mailer allowed audiences to focus on product benefits, exceeding our client’s expectations of forecast sign-up rates.

Background

The UK Fuels Diesel Tracker fuel card offers corporate and fleet customers some of the lowest diesel prices in the market. It also offers its customers one of the largest filling station and truck stop networks in the country with more than 6500 sites.

Challenge

In order to bring this unique product to market, UK Fuels asked us to design an eye-catching and effective direct marketing mailer that would help them communicate in a simple yet highly memorable and impactful way the huge scale of our client’s operations as well as the wide range of benefits that are available to its customers. The ultimate aim of this direct marketing campaign was to significantly boost customer sign-up rates.

Solution

The concept we devised includes a simple comparison chart which enabled the recipient to track their own fuel costs over a full four-week period and then compare it to the Diesel Tracker price.

Despite the large amounts of information, it is allowed to breathe on the page to maximise understanding of the benefits offered by our client’s product.

Result

The sign-up rate achieved for the new fuel card exceeded our client’s expectations and the campaign continued for a further 18 months – with the mailers being updated with current diesel prices and reprinted and mailed every month.

Have a look at other examples of effective direct marketing campaigns we have delivered for a wide range of clients.