CSMA test

380x287 CSMA

Email testing gets 27% response. Humour DOES work.

You can’t bore people into buying your product or service.

Challenge
CSMA Club has provided a wide range of motoring and leisure benefits to Civil Servants since 1923. Today the club needs to appeal to everyone from the post office mail delivery van driver to the head of procurement at the MOD.

Thinking differently
You can’t bore people into buying your product or service. Civil servants pride themselves son a self-deprecating sense of humour. If we show the audience that we understand who they are, and that we share the same self-deprecating sense of humour, we’re showing that we’re like-minded people we think they’d benefit from being with. We tested three angles. Humour, straight savings led and perk of being a civil servant. Humour won through.

Results
27% click through with a near 40% conversion rate.

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