Foxy wanted to reconnect with dormant players and encourage repeat engagement. Therefore, the aim focused on creating a high-impact direct mail piece that would stand out from digital communications and, in turn, keep the brand front of mind over time. In addition, the campaign formed part of a wider CRM strategy that focused on increasing retention and driving sustained player activity through physical, tactile marketing.
The campaign needed to re-engage inactive players while delivering more than a one-off interaction. As a result, Foxy required a format that would encourage repeated engagement, build anticipation, and provide multiple reasons for players to return. Moreover, the solution needed to feel premium, durable, and engaging enough for players to keep and interact with over several weeks. At the same time, it also had to cut through a highly competitive gaming and promotions landscape, where digital messaging often struggles to maintain attention.
To address this, we created a tactile, interactive A5 self-mailer designed to deliver a four-week reactivation journey. The piece featured four peel-and-reveal panels, and each one unveiled a different weekly offer to encourage ongoing engagement.
We enhanced the quality and durability by producing the mailer on 300gsm stock with gloss lamination. This gave the piece a premium feel and, importantly, ensured it could withstand repeated handling. In addition, we designed the format to spark curiosity, encourage repeat interaction, and build anticipation each week.
The campaign included:
• A5 self-mailer format
• Four peel-and-reveal panels
• Weekly incentive mechanic
• Premium 300gsm stock with gloss lamination
• Distribution to 50,000 UK players
• Staged reveal structure to drive repeat engagement
• Designed for extended shelf life and ongoing interaction
Across the campaign, each panel revealed a new offer over four consecutive weeks. As a result, a single mail drop transformed into an extended engagement experience. Ultimately, the design encouraged players to return weekly, which reinforced brand visibility through a physical format that remained present in the home.
Overall, the multi-week mechanic reinforced brand presence and, in addition, provided repeated reasons for players to re-engage. By combining tactile interaction with staged incentives, the campaign successfully turned a single mail moment into a four-week reactivation journey. Consequently, Foxy stayed front of mind and encouraged sustained player activity.
Finally, the approach demonstrated how physical, interactive formats can outperform standard one-off direct mail campaigns by driving longer-term engagement, while also strengthening customer retention and lifetime value potential.
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