For many Americans, their day doesn’t truly begin until they’ve had that first cup of coffee. There’s a Starbucks or Dunkin’ Donuts or [name your favorite coffee sheller] on seemingly every corner. Coffee is popular, and coffee gets noticed.
High-speed internet and digital phone provider Qwest plays right into America’s love affair with its highly caffeinated (or decaffeinated) morning beverage of choice. On a uniquely designed 5-1/2? x 8-1/2? self-mailer lies a picture of a coffee cup with three check boxes on it accompanied by icons — a mouse, a TV and a phone — representing Qwest’s version of communications giant Comcast’s triple play. Next to the cup of joe is the clever teaser: “ALL THE BUZZ. NONE OF THE CAFFEINE.” Qwest keeps with the play on words throughout, demonstrated on the reverse side with the text, “CAUTION: The offer you are about to enjoy is extremely HOT,” with the words “caution” and “hot” in red typeface.
When you open the first flap, there is the same coffee cup, this time with the three check boxes checked, and the copy, “Get INTERNET, DIGITAL TV and PHONE for … ABOUT AS MUCH AS YOUR DAILY LATTE.” Talk about heady copywriting. And it continues the coffee theme after stating its offer: Qwest provides three great services — internet, TV and phone — for less than $3 a day … “or what you pay for your morning latte,” as the copy reads. It’s quite a brilliant way to put its offer in relatable terms. Each day, Qwest customers get high-speed internet, DirecTV service and unlimited long distance phone coverage all for the price of a cup of coffee.
The designers and copywriters use many a best practice, using an offer expiration date, bullet-pointing the features of each service and reiterating the benefits: “All three for less than $3 a day. That’s only $74.98 a month.” Qwest also encourages the greatest possible response by providing three ways to respond: Call its toll-free number, click on its website (quest.com) or visit a Qwest store. Hard to beat that.
As sound as Qwest is with its direct mail best practices, what sets this mailer apart is the design and copywriting. The self-mailer uses high-end stock and color tones that reinforce the coffee theme. And the copywriting itself, from the teasers on the outer to relating the cost per day to that of a cup of coffee to the emphasized call to action — “GET IT WHILE IT’S HOT. Call today and savor the savings!” — really drives the point home in a way any American can understand.
