Betfair

The brief was to win back as many 'lapsed' punters as possible by getting them to bet on the 2010 Cheltenham Festival. We had a great offer to shout about and this coupled with Betfair's amazing USP (20% better odds than traditional bookmakers) led to a great direct mail campaign. Punters get bombarded by offers as bookmakers jockey (ha!) for their share of wallet - our challenge was to create stand out and get noticed. Results have exceeded all expectations and we've found that punters we've won back by direct mail are staying longer than those we've won back by email.