The mailer is dressed up as a police notice for speeding. The look is pretty authentic and therefore the cut-through is high - no law-abiding citizen is going to ignore an unsolicited police communication for too long.
Once opened, it reads pretty well and while it might be a little heavy on the cricket puns, it does mean that only those interested in the sport will understand the references.
As you read on, you realise that it is a bit of fun and therefore entirely in keeping with the nature of the high-octane, hard-hitting Twenty20 format of the game.
The targeting of this mailing was also highly efficient, with 30,000 being dropped in the Clapham, Fulham and Kennington areas of London - local to Surrey's ground, the Brit Oval. This helps context and relevance and reduces wastage.
Like cricket, door-drops are all about statistics and you can't argue with the averages on this. It achieved significant ticket sales in the two days after delivery.
Mailing: CMW.
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