TCI Cablevision

This campaign was created to help TCI introduce Viewer Controlled Television (VCTV) to a select group of homes in a Colorado test market.  The brochure was mailed in a movie reel tin, along with a package of microwave popcorn, a business reply card and a personalized letter.  In spite of the fact that VCTC was a new and untested program, this unique mailer generated an incredible 38% response rate.  In focus group interviews that followed the introduction of VCTV, customers said, “We knew that the service was going to be first class just based on the quality of the advertising materials they used.”