The ad was created for Rimmel's Exaggerate Hydra Colour Lipstick by BMPtvi. Viewers were asked to answer a question about competitor's product in return for a lipstick. More than 50,000 lipsticks were sent to consumers, which represents a response rate for the ads of over 3%.
The general rule of thumb among direct marketing professionals is that a response rate of between 1% and 1.5% is good.
Rob Leach, interactive advertising controller at Sky, said: "This was a fantastic campaign. The compelling proposition coupled with the simple execution made this the most effective campaign, in terms of response rates, that has run on Sky Active to date."
Details of the Rimmel case study will be presented in more detail at an Institute of Direct Marketing event in February.
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