What you expect from an official-looking BT letter is a long description of what they have to offer, or what they're going to do. When the customer opens it they got a simple question: RU OK?

 

We then went on to tell them that sometimes you don't want a long involved conversation you just want a simple yes, no or OK. Kids can text home with a simple message and parents can hear that message from an electronic voice. It's quick. It's simple, Just like this letter. Find out about BT Text.

 

The results were fantastic. It even won a Silver DMA. The frist award a BT direct piece ever has. And it's probably their shortest ever letter.