SSE – A one million bespoke mailing for Economy 7 customers

Sometimes it’s what you can’t see that makes something so impressive: the suspension on the Mercedes that makes the ride oh so smooth, or the waiter stealthily refilling the wine glass.

Reminding people of when their peak and off-peak tariff period is looks like a simple communication task. And indeed the challenge was not in dramatising the difference but in making sure the right customers – up and down the country – were sent the correct tariff information – by cost and time period. Thanks to digital print and a very big matrix (making sense of thousands of variables), each communication was bespoke to its recipient. It’s quite satisfying when you can make a complicated thing simple.