XLN has won an Internet Advertising Competition Award for an innovative and witty marketing campaign. Our winning entry, a high-performing email, can be viewed here.
The tongue-in-cheek response, authored by XLN copywriter Jack Stratten, is a concise riposte to BT’s observation that XLN is “only” 37% cheaper than BT for similar fibre broadband products – not 44% as initially claimed.
Witty and acerbic from start to finish, commentators were impressed by the email’s successful conversion of a possible legal challenge into a marketing coup, with “a backhanded riposte Roger Federer could be proud of”.
Read below for some of the judges’ comments:
“Excellent marketing! The subject line got me to open the mail. The savings was stressed and I got a little laugh at the expense of your competitor” - Mindy Stern
“A masterclass in marketing” - Paul Elliot Smith
“Possibly the best marketing email ever”. - Steff Easom