Programmatic Printing and Hyperpersonalization

Awards

With this concept we could win an Effie - Silver in the Effie Awards 2022

MOVE - Programmatic Printing

The first post in the new mailbox after a move is highly emotional and relevant. Swisscom used the resulting potential: postcards are automatically printed and sent. Based on their subscription, their interests and the available speed, existing customers receive a hyper-personalized offer with the move.

What we did

It has become something special when someone takes the trouble to physically send a greeting. Recipients feel valued. This positive attitude towards postcards is carried over into the MOVE campaign as a marketing approach. Customers are greeted with a positive experience - a welcome gift for their new home. All Internet customers receive a hyper-personalized postcard with Try&Buy promotion based on their individual usage behavior as a welcome gift in their new home on their moving date.

• Fully automated with POSTCARD API by POST AG Switzerland
• Data Delivery & Delta Loads
• Process Automation
• Real-time reporting and monitoring

With MOVE, a new possibility was created to programmatically send hyper-personalised, automatically created postcards within 2 days while no postcard looks the same. This combines the best of two worlds: the more emotionally relevant postcard from the physical print world with the personalization options of the digital world. Compared to classic marketing measures, a conversion rate that is up to three times higher is achieved. The conversion rate was increased by over 42% across all target groups compared to classic 1-2-1 upsell campaigns. In the strategically most important target group of Internet M(edium) subscription customers to Internet L(arge) subscription customers by as much as 112%. In the target group of customers with an affinity for sports - i.e. people who had rented paid sports events in the last month - an incredible increase in the conversion rate of over 200% was achieved.