Successful direct mail campaigns from INCITE | Canada Post

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Visionary Marketing Solutions From Around the World

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What makes a marketing campaign truly revolutionary?

It doesn’t need to solve a problem that no one has faced before. In fact, breakthrough campaigns ultimately address the same fundamental challenges that every company faces. How do you get attention? How do you know what messages are working? How do you make meaningful connections within a set advertising budget?

In this issue of IncIte, advertising guru Patrick collister* takes us through ten elements that make direct mail such a powerful medium in overcoming these challenges. then, he illustrates these elements beautifully with a selection of 20 inspiring marketing campaigns from around the globe.

For example, eMI demonstrates on pages 5-6 how direct mail goes well with digital by harnessing the power of social media. their unique mailing to a hand-picked selection of influential bloggers ultimately pushed Gorillaz’s album Plastic Beach to the top of the charts within a week of launch. Or consider an example from canadian soil that put the “touch” in football. On pages 9-10, you’ll see how cossette Vancouver used a game-changing turf postcard to break new ground for telus, leading to 150% more sales than a traditional postcard.

You’ll see how direct mail offers a unique ability to demonstrate and dramatize benefits in a way that is incomparably personal and interactive. And how putting a message in the hands of your customer can connect like no other medium.

Break tHROUGH

*Views expressed by Patrick collister are his own and do not reflect those of canada Post and of canada Post employees.

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1. Testingthe great thing about direct mail (DM) is that it allows you to compare and contrast your messages cheaply and methodically so you can work out what your customers are most likely to respond to. It could be the power of the creative idea, the nature of the offer or your pricing strategy – each of these could be tempting or repelling them. And DM allows you to find out which way things will go by allowing you to address different groups with different messages. Measuring the responses helps you engineer more effective campaigns in the future, better planned to deliver better returns.

Or, ka-chinggg!

2. Datathe great thing about DM is that it allows your customers to volunteer information about themselves, which in turn allows you to talk to them about what really interests them. the mail that one person throws in the trash another takes with them to read in bed. It all depends on relevance.

When I threw away a mailing from an outdoors-apparel company addressed to my wife, she was genuinely annoyed because she has a real relationship with country casuals: “that’s MY stuff. Leave it alone.”

3. The bottom linethe great thing about DM is that it shifts goods. It gets people to buy stuff. Its heritage is the most effective transactional medium of them all. the mail order business turned shopkeepers like timothy eaton into millionaires, his catalogue once reaching even the most remote parts of canada.

But DM can also help build relationships by nOt selling stuff.

edward Zuckerberg is a dentist in Dobbs Ferry, new York. though, as Mark’s dad he calls himself “the father of Facebook,” he welcomes every newcomer to the little town not with an email, not with a poke, but with a letter.

Like it.

4. It’s personalthe great thing about DM is that it’s personal. I don’t just mean that you can address people by name on the envelope, in the letter and on every page of the catalogue or the brochure you send them, but you can talk to them about their very specific interests.

In 2012, the new York times reported that by the time he was halfway through his election campaign, President Obama had spent $46M on mail versus $36M online.

Mail allowed him to talk to individual people about the issues they personally felt strongly about: abortion, Afghanistan, energy, healthcare, immigration, Iran, taxation.

And who’s in the White House today? not Mitt Romney.

5. Right time, right place, right messagethe great thing about DM is that it can reach people at the moments that matter most to them. When they have just bought a house, just got married, just got a new car. When the insurance is up for renewal. When it’s their birthday.

Best of all, it’s the medium that gives people the freedom to respond when they want to. When it suits them. For me, it’s Saturday morning. that’s when I try to get life under control. When I go through the mail, pay the bills, contemplate both my duties and my desires. It’s when I’m open to an offer from a wine merchant. And can wander through to the kitchen with the deal from the travel agent in my hand.

Fancy the Maldives?

6. It goes well with digitalthe great thing about DM is that it works brilliantly in tandem with digital. (On pages 15-16 you can see how a recent canada Post mailing demonstrated the truth of this, driving over 1,000 advertising professionals online to “play ball” with them.)

Research has shown that many people prefer to get the information about the products and services they need from DM, even if they pay for them online.

Google is a big user of DM, especially in B2B communications. Doesn’t that tell you something?

7. Letter or postcard?the great thing about DM is that you can be as brief as you want to be. Or as long-winded. Maybe you just want to startle your customers into giving you a call (as in the Lowe Roche postcard for Pfaff Porsche on pages 13-14) or maybe you want to describe the attention to detail that goes into every Silver Wraith, in which case you write a seven-page letter (as Partners Andrews did for Rolls-Royce – DM not shown in this book).

You can talk about the broad brush strokes. Or explore the detail. You can show a single item, or you can show off an entire range.

the constraints of space and time which characterize press and tV advertising do not apply.

You are FReeeeeee!

8. You’ve got them by the eyeballsthe great thing about DM is that when someone opens a piece, they look at it. even if it is just for a moment, you have their undivided attention.

It’s called HAP. High-attention processing. they are fully engaged in that moment. And if your mailing is relevant and/or creatively intriguing, you can keep them for a heck of a lot longer than 30 seconds.

9. It’s touchy-feelythe great thing about DM is that you handle it. You touch it, you turn it over in your hands. Its physicality makes a lasting impression in the left parietal and the posterior cingulate of the brain, since you ask. not to mention the right retrosplenial cortex.

Millward Brown in the UK sponsored some interesting research at Bangor University using brain scans to show that mail can work better than digital simply because it is concrete. Real rather than virtual.

10. It’s cost-effective the great thing about DM is this: you can reach every address in the country with a mail item and it will cost you less to reach them than any other way. Producing mail usually costs mere pennies per item but there are instances when you may choose to spend heavily to impress your target audience.

For instance, one famous museum mailed out 100 boxes to a list of very wealthy potential donors. each box opened out into a model of the new wing they were hoping to build.

they got just two responses. One sending $25,000, which just about covered the cost of the mailing. One for $25M, which just about covered the new extension.

the point being, direct mail is almost always cost-effective.

ten great things about Patrick collistereditor of Directory magazine

direct mail

Personalization isn’t just identifying your customers by name. Pfaff identified them by their homes. Householders in certain parts of Toronto received a postcard with a new Porsche parked in their own driveways.

EMI mailed just 20 bloggers and reached millions of music fans – projecting the Gorillaz new album to #1 in the charts and gold album status in four weeks.

When customers left O2 for another telephone network, they got a “Sorry” card. If you could measure goodwill, this would have scored highly.

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Australia commonwealth Bank of Australia 1 Secure Sentinel 3eMI 5

Belgium Scottex 7

CanadateLUS communications 9 Leo Burnett, toronto 11 Pfaff Auto, toronto 13 canada Post 15 Unilever 17

GermanyVolkswagen 19 DZ BAnK AG 21 Stiftung LebensBlicke 23

IndiaBirla Sun Life Insurance 25

Irelandcalor Gas 27

New ZealandcAAnZ 29

South AfricaUnIceF 31

SwedenGothenburg Homeless Aid 33

SwitzerlandMarionnaud Switzerland 35

United KingdomO2 37

United StatesFruit of the Loom 39

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AgencyBMF Sydney

Clientcommonwealth Bank of Australia

ProductPersonal Overdrafts

TitleUnexpected Bill

CountryAustralia

BackgroundAt commonwealth Bank, customers complained most about overdraft fees – a sensitive issue for two reasons. Firstly, most customers believed the fees should be waived entirely. Secondly, many people saw having an overdraft as a sign of weakness that they could not manage their finances properly. Despite these problems, the task was to get 3,300 customers to take up the offer of an overdraft.

IdeaMost banks positioned a personal overdraft as a safety net, something you needed when you weren’t managing your money properly.

By contrast, commonwealth Bank wanted to focus on the unexpected emergencies that can, and do, pop up in everyday life. With tongue in-cheek, the spoof bank statement they mailed out brought to life the surprising curveballs that life can throw while demonstrating that a personal overdraft was the perfect solution for avoiding any further overdraft fees, thus tackling cBA customers’ number one complaint, head on.

ResultsIn showing empathy with the everyday issues their customers faced, the mailing worked exceptionally well, delivering a response rate of 5.28%. that was an increase of 176% on the target and 5,808 personal overdraft accounts being opened.

InsightsOne large bank in Belgium recently commented on the optimum envelope for direct marketing. “Research indicates that the simple white envelope works best for all our DM.” Relentlessly, they have mailed their customers anything and everything in simple white envelopes ever since. now here’s a mailing, which acknowledges the truth that, actually, plain white envelopes almost always bring unwelcome news. However, with a typically Australian twist, this particular plain white envelope manages to be both ironic and relevant.

the copy (“Oh no. White envelope. Looks like a bill...can we pretend this never happened?”) sets up the idea but without giving it away. the bank statement inside was a witty reminder of the hazards of everyday life. Further proof that charm and humour work.

CReATIve TeAmexecutive Creative DirectorDylan taylor

Creative DirectorBrad Waggoner

CopywriterLucas Dorrell

Art DirectorMichael Madgett

PRoDUCTIoNJan cuthbert

oTHeRPlannerthomasine Burnap

Account managerSophie Paton

Account DirectorGabrielle Pritchard

AgencyDDB Group Melbourne

ClientSecure Sentinel

ProductReplacement Service for travellers

Titlethe Recently Robbed tourist’s Guide

CountryAustralia

BackgroundSecure Sentinel is an emergency service that protects overseas travellers’ belongings. If their cards, passport, luggage and phone are lost or stolen, all members need to do is make a simple phone call. Secure Sentinel will then take care of replacing the items quickly, allowing unlucky travellers to get on with their holidays.

Ideatravelling overseas is all about enjoying exotic destinations: seeing the sights. But if your credit cards, passport, luggage and phone were to be stolen, it’d be a very different trip. to highlight the dire straits travellers could find themselves in without Secure Sentinel, credit card owners were sent a travel map with a difference: the Recently Robbed tourist’s Guide. Instead of fabulous sights to see and swank hotels to check in to, the map pointed them towards public fountains to bathe in, park benches to sleep on, laundromats where they could “borrow” clothes from, etc.

ResultsResults unavailable.

Insightsthere appear to be few, if any, studies linking humour with effectiveness in advertising. In her autobiography, Mary Wells claims that the brilliantly funny DDB commercials for Alka-Seltzer did not work, which is why she won the business at Wells Rich Greene. In fact, online researches reveal a nest of planners all agreeing furiously that funny interferes with the message and detracts from effectiveness.

Yet here’s a funny idea. the copy has been written with a light touch. It is a brand trying to be pleasant rather than prodding us on the chest with its finger telling us, “When you get robbed, you’ll be in big trouble… “ In our daily lives we prefer pleasantness to being shouted at. Why should it be any different in direct marketing?

CReATIve TeAmexecutive Creative DirectorGrant Rutherford

Creative DirectorsRuben cirugeda Glen Dickson

PRoDUCTIoNDesignernick Ogilvy

RetoucherGlenn Pyke

oTHeRAccount Directoreliza Pritchard

Account managerJade Withnall

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AgencyM&c Saatchi/Mark Sydney

ClienteMI

ProductGorillaz – Plastic Beach

TitlePlastic Flowerz

CountryAustralia

BackgroundIn 2010, Plastic Beach was the third album from Gorillaz, the band by Damon Albarn. What inspired it was the story of a huge floating island out in the middle of the South Pacific composed entirely of discarded plastic. the challenge was to make an ageing band still appear cool on a budget of a paltry $3,000.

the campaign objectives were: 1. Achieve 35,000 album sales.2. Debut at #1 on the Australian charts. 3. Achieve Gold album status.

IdeaMusic lovers are avid followers of music blogs. they have an enormous influence over what’s considered cool and, ultimately, what people actually buy.

the agency wanted to get these key influencers excited about the new album and, more importantly, to share their passion with their audiences.

Artist Jane Gillings was commissioned to create a unique set of plastic flowers, each made from bits and pieces of discarded household plastic. One week before the album launch the flowers were sent to 20 key music bloggers along with a wealth of unique content on a USB stick to excite them, as well as the album, of course. they also received a handwritten note from band member Murdoc, demanding that these influencers “go and tell [their] bloggy minions.”

Resultsthere was a 70% response rate from bloggers resulting in 8,000 social media impressions in the first week. Plastic Beach got to #1 in the Australian charts within a week of launch, the first country in which it did so.

there were 35,675 sales of the album on disc and 7,188 digital sales. It achieved Gold album status as per objectives.

InsightsHere’s another worthy Gold winner at the 2010 caples Awards and an interesting little case study in the relationship between direct mail and digital. First of all there’s a neat targeting strategy here. Rather than try and reach ALL music lovers with news about the new album, reaching just a small group of key influencers makes perfect sense. But how interesting that while eMI wanted buzz about the album to be scattered across social media, to entice the bloggers into blogging about it they needed good old-fashioned mail media to start with.

the plastic flower each blogger received is a work of art, a keepsake. And it is this physicality of mail no other medium can really match. Opening this package would have been an engrossing experience as the recipient moved from the flower to the note from Murdoc all the way through to the 45 minutes of music on the memory stick. What’s that, then? An hour of engagement? Works for us!

CReATIve TeAmexecutive Creative DirectorGavin McLeod

Creative DirectorHamish Stewart

Art Directortommy chehak

CopywriterGavin chimes

PRoDUCTIoNArtist Jane Gillings,who created Plastic Flowerz

oTHeRAccount DirectorSam McLeod

Gorillaz were about to launch Plastic Beach in Australia.

20 unique plastic flowers were made and mailed to the 20 most influential music bloggers in Australia.

As well as the flower, they got a whole load of other stuff too.There was unique background material on a USB stick, plus a handwritten note from Murdoc and the album.

70% of the bloggers who received the mailing responded. The album went to #1 in Australia.

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AgencyDuval Guillaume, Antwerp

ClientScottex

ProductKitchen towels

Titlethe Strength of Scottex

CountryBelgium

BackgroundScottex wanted to reach out to the restaurant and hotel industry in Belgium to remind them of the many uses for the product in busy kitchens.

Idea to demonstrate that Scottex was not as flimsy as its competitors, a DM piece was created from actual sheets of Scottex paper towels. the mailing was sent to restaurants in Belgium untreated and without an envelope from new York and tokyo.

ResultsA big hand for the postal administrations involved! 98% of the mailings arrived in a perfect condition and were considered by the recipients to be both original and convincing. even the series posted from Ushuaia, the most southern city in the world down in tierra del Fuego, made it all the way back intact.

InsightsOne of the most convincing examples of DM ever, using the product itself to demonstrate its virtues.

Of course, this was not a mass mailing to over 100,000 addresses but to just 1,000. Yet the effect it has had in terms of brand communication has been massively disproportionate in relation to the amount of money invested in the idea.

Direct mail has always been a transactional tool, the means by which to sign up new customers and get them to open up their wallets, but it is also a brilliant brand-building medium when used imaginatively.

CReATIve TeAmexecutive Creative DirectorsGeoffrey Hantson Dirk Domen

Art Directorscaresten Van BerkelStefan Leendertse CopywriterRenier Mostert

oTHeR Account DirectorPatrick clymans Philippe de cleen

ClientQuentin Meurisse

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Agencycossette Vancouver

ClientteLUS communications

ProductnFL Sunday ticket Package

Titleturf War

Countrycanada

BackgroundnFL Sunday ticket was a subscription-based television channel service offered to teLUS Optik tV subscribers. It gave football fans access to every Sunday game in the nFL season.

the brief was to develop a high-impact piece to a segmented group of subscribers who were avid sports fans. these fans were passionate, loyal and devoted to the game, but historically unmotivated by traditional direct marketing.

Idea Because nFL Sunday ticket was the next best thing to being at the actual game, a three-dimensional postcard was mailed. this purported to be a piece of actual football field and was stencilled with a message designed to resonate with its target audience: the Greatest Show on turf.

Resultsthe turf postcard was tested against a traditional 4"x6" regular postcard. Results showed the turf postcard cut through the clutter and led to 150% more sales than the non-turf option.

Insightsthere are two stories in this mailing. the first is how cossette used data to be able to identify and then directly target sports nuts. the second is how with a little bit more thought and a little bit more money spent on the mailing itself, teLUS achieved terrific results. true, “150% more sales than the non-turf version” is vague, but there is no doubt this idea generated real money returns.

It is an example of everyone doing everything right – from data analyst to planner to creative team to client. It won’t win awards, but so what? It won a bunch of new subscribers.

CReATIve TeAmCreative DirectorAntoine Becotte

Associate Creative DirectorGarnet Mcelree

Art Directorcraig Lam

CopywritersKyle Darbyson Matt Mitchell

PRoDUCTIoN Director of ProductionApril Haffenden

Production managerAishaa Abdulla

oTHeR Account LeadsKelly Lewis Lindsay Lussin

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AgencyLeo Burnett, toronto

ClientLeo Burnett, toronto

ProductLeo Burnett, toronto

Titlethe One card

Countrycanada

BackgroundLike a lot of agencies, Leo Burnett, toronto had its own standard greeting card, used to congratulate fellow office workers, suppliers and even clients.

the old design had run out, and it was time for a new one: a card people could use for all occasions from Happy Birthday to Great Job. It needed to be a design people actually wanted to use to send messages to co-workers and other agency associates.

Idea the final design came from the insight that all occasions tie back to numbers.congratulations on your 2nd child.Well done on your 5 Golds. the 31st is your birthday.

By allowing people to pop out the special number that tied to the purpose of the card, it could be customized to the occasion. People might receive the same card on multiple occasions but it would be different each time. A special number font was designed that would feel joyful yet would punch out easily. Special envelopes were designed as well.

Resultsthe card was a welcome addition to the office. It improved culture and encouraged people to mark special occasions.

InsightsLeo Burnett, toronto is one of the world’s most creative agencies with admired tV, press, radio and digital work for clients including James Ready, P&G Bounty, P&G cheer, Raising the Roof, etc. Intriguingly, when it came to sending messages which are personal and important, they turned to mail.

that’s the thing about this very special medium: whether it’s colleague to colleague in the building, or marketer to customer across the country, it is always one to one. And because of it, almost always opened, read and noted.

CReATIve TeAmChief Creative officerJudy John

Creative DirectorsJudy John Lisa Greenberg CopywriterSteve Persico

Designer/Illustrator/Typographerchris Duchaine

PRoDUCTIoN ProducerKim Burchiel

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AgencyLowe Roche, toronto

ClientPfaff Auto, toronto

ProductPorsche

TitleInstant Direct Mail

Countrycanada

BackgroundPfaff Auto toronto is the largest Porsche dealership in canada. they wanted to approach their target audience personally, bringing them a level of service and attention that they’d both appreciate and expect. Instead of asking them to come to the dealership to experience their extraordinary cars, they decided to bring the experience directly to them.

Idea Instead of a generic flyer dropped in random mailboxes, a direct mail piece was created which was both personal and unique. With a camera, laptop, printer and a Porsche carrera 911S, the agency targeted the driveways of houses in upscale neighbourhoods. they parked the car in each driveway and took a photo to create a one-of-a-kind postcard, right on the spot. the postcard drove traffic to MakethatPorscheMine.com, where their prospective client could then arrange their personal test drive. How personal? In keeping with their message, Pfaff would bring a Porsche model of the client’s choice right to their home.

ResultsOf the targeted homes, 32% responded by visiting the Porsche website where they could book a test drive.

InsightsPersonalization is more than just showing you know your target’s name. It’s about showing you know how they live and where they live. that’s what makes this piece so beguiling. every mail item was not just unique, it was relevant. the explicit message is, doesn’t a new Porsche look good in your driveway? And the implicit message is, make your neighbours sick with envy.

It is not known how much the campaign cost, nor how many cars were sold but even if only one $100,000 Porsche was purchased as a result, the ROI would be handsome.

CReATIve TeAmCreative DirectorsDave DouglassPete Breton

Art DirectorJP Gravina

CopywriterSimon craig

PRoDUCTIoNProducerBeth Mackinnon

Production HouseMotion Pantry

Director/Cameraman/editorDean Vargas

oTHeRAccount ServicesDave carey

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AgencyMcMillan Agency

Clientcanada Post

ProductDirect Mail Solutions

TitleBounceMe

Countrycanada

Backgroundcanada Post was experiencing a decline in direct mail use and wanted to promote DM as a valuable marketing tactic. the problem was, within canada’s leading advertising and marketing agencies, DM was regarded as expensive, slow, tired and un-hip. Also, despite its reputation as a solid, trustworthy canadian brand, canada Post was seen as bureaucratic, rule-driven and unhelpful.

the challenges, then, were: 1. to inspire canadian advertising agencies to recommend DM as part of integrated communications strategies for clients. 2. to re-position canada Post as a solution-finding partner.

Idea to launch the first phase of what was designed as a three-phase campaign, key influencers in canada’s top agencies were mailed a ball in a tube, which carried a URL. curiosity aroused, if they followed the link, it took them to a site where they were invited to make a video with and about their ball. the most creative video, as voted for by visitors to the site, would win $1,000 to the video-maker’s charity of choice.For those who didn’t immediately go to bounceme.ca, a follow-up mailing reminded them of the ball and drove them to the website with copy that read: Are there prizes? Are there bragging rights? Is there a charity aspect? Of course.

the whole point of the mailing was to demonstrate that even cynical advertising professionals could be engaged by DM if it gave them something to do that was easy, fun and shareable.

Did it work?

Resultsthe mailing was sent to 1,053 people. Within two days, 877 had gone online to see what it was all about, an 83% response rate. the follow-up went to 650 people helping to bring 359 visitors to the website, spending an average of just under 4 minutes there.

22 stories were posted and shared 223 times. 1,576 votes were cast and Karl Ball, Marjorie ennis and Kevin Mccarthy of cowie and Fox, the Agency of change won $1,000 for charity.

InsightsSixty years ago, the creative stars in adland were the direct mail specialists. If John caples was a celebrity, David Ogilvy, who always said direct marketing was his first love, was even more so. But then DM became unfashionable. In the hot new agencies, hot young talent wanted to write for tV, and, more recently, to create campaigns in the digital space. clients, however, still want results, just as they did back in the day. And DM delivers the goods. So here is canada Post demonstrating exactly how direct mail was and still is the original interactive medium. In this instance, just think of all the things it got people to do.

It got them to open a package. to play with a ball, to bounce it, throw it, share it. then it got them clicking. And it got some to make their own videos. And it got them to start getting their friends involved in social media so some more clicking happened, this time to vote.

Just think about it. A tV commercial engages for 30 seconds. the average dwell-time at bounceme.ca was seven times as long. And if you were one of the video-makers, five hundred times as long.

CReATIve TeAmCreative Director/WriterJohn collins Art DirectorAlain Brunet

DesignerSarah Martineau

editorcasey tourangeau

PRoDUCTIoN PrinterLowe-Martin, Ottawa

oTHeR Canada Post Director of marketingDonna Reid

Canada Post manager of marketingAngie Kwong

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AgencyRapp collins canada

ClientUnilever

ProductKnorr Frozen Meals

TitleFrozen Doesn’t Have to Be a Bad Word

Countrycanada

BackgroundIn canada, Knorr was known more for its soups and sauces than for its range of frozen meals. the task, however, was not simply to raise awareness and prompt trial, it was to change perceptions of frozen food.

Knorr was certain that once people tried their frozen dinners, they would understand that taste does not need to be sacrificed for convenience.

Idea A campaign was created that promised recipients that Knorr frozen dinners were “unlike any f****n dinner you’ve ever tried.” the simple self-mailer featured an appetizing shot of a Knorr dinner with instructions to the recipient to put the mailer into their freezer.thermochromic ink was activated by the cold to reveal the message: FROZen meals can be this delicious.

Inside the mailer, wherever the word frozen appeared, it was blacked out to underscore the idea that “frozen doesn’t have to be a bad word.”

A coupon offered money off as an incentive to try the product. Data analysis identified people with an interest in the category and the higher incomes to afford the product.

ResultsAverage response was 10.2% and directly drove almost 17,000 purchases. the highest tier cell generated a response rate of 50.5%. the campaign was so successful that half the mailing was held back to allow stores to manage the demand.

InsightsAs well as being mailed to 12,000 homes, this campaign also provided 450,000 inserts to Homebasics magazine. It is proof that DM works as well for fast-moving consumer goods brands. It got people in their kitchens considering a new and easy way of feeding the family. While few people would actually have put the mailer in their freezer, it did get them to think about it.

As a way of encouraging trial, DM can be both cheap and effective. the only question is, why don’t more marketers use it? It must be oversight. Or forgetfulness.

CReATIve TeAmCreative DirectorShelley Sutherland

Art DirectorItalo Siciliano

Copywritercarmen toth

PRoDUCTIoNLisa Reid

oTHeR Account DirectorDiana Meta

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AgencyDDB Berlin

ClientVolkswagen

ProductVolkswagen Satnav Systems

Titlethe navigation Letter

CountryGermany

BackgroundAbout 300,000 letters were mailed from VW’s headquarters in Wolfsburg each week. every envelope offered an opportunity to talk to recipients about VW’s satellite navigation systems.

Idea custom-made software was installed which recognized whenever an envelope was about to be printed. It identified the address in MS Word and connected through to Google Maps.

the route the letter would have to take by road from Wolfsburg to its destination was mapped and then turned into a line. It was scaled and rotated to fit the envelope’s shape and automatically printed.

Resultsthe click-through to www.volkswagen.de/navigation increased by 12%.

Insightsthe envelope is often overlooked as an advertising platform in its own right. It is a mini-poster, if you like. In DM, we have learned that the outer and the inner need to be connected. You want the envelope to be inviting enough or intriguing enough to get the recipient to open it. But when you are simply mailing out bills and statements, what then? this brilliant idea is a reminder that every letter is a moment of connection between the brand and a customer. In many ways it is free media. Why not use it, as Volkswagen has done here?

CReATIve TeAmCreative DirectorsBirgit ven den Valenty tim Stübane

Art DirectorsAli Alexander Wulf Rechtacek

CopywriterAnke Roell

oTHeRAccount DirectorSilke Lagodny

Software scans the address and connects to Google Maps to calculate the route from Wolfsburg to recipient

The route is rotated and scaled to fit the layout of the envelope

Every envelope had a personalized route printed on it

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Agencyserviceplan

ClientDZ BAnK AG

ProductAkzent Invest certificates

Titlethe Percentage Mailing

CountryGermany

BackgroundAkzent Invest wanted to reach out to managers and directors of investment funds to let them know about the quality of their investment products.

Idea the percentage mailing consisted of three different wines, where the alcohol by volume (ABV) was equal to the highest potential profit of the investment product. the bottles were labelled using typical wine terminology to describe the product as well as the character of the wine itself.

ResultsFirst indications were of a very successful campaign with a number of meetings being scheduled between the bank and Akzent Invest as a direct result of the mailing.

InsightsIf you’re talking to moneyed people about money, you can’t be a cheapskate. this idea is very clever, if the ABV of the wines really does match the percentage of returns investors could expect from Akzent. Mind you, the cap auf Merck KGAa at 16.25% seems a lot more potent than the Basket Klassik Garant at 5.49%. But then sending the top people in top banks a couple of cans of lager of 5.5% ABV wouldn’t have had the same effect. the lesson here: speak to your target audience as they would be spoken to.

CReATIve TeAmChief Creative officer Alexander Schill

executive Creative Directors christoph everke Alexander nagel

Copywriters Katharina Keith Melanie Madaus

Art Directors Matthaeus Frost Dimitrios Arampatzioglou

oTHeRAccount Supervisor Marc Mader

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AgencyY&R Frankfurt

ClientStiftung LebensBlicke

Productcharity

Titlecolon cancer Mailing

CountryGermany

BackgroundAs a curtain-raiser for colon cancer Month, a national awareness initiative, Stiftung LebensBlicke, a foundation for the prevention of colon cancer, wanted to alert people to the silent danger posed by this insidious disease.

Idea to dramatize the way a tumour can grow unnoticed, the mailing was designed to unfold from a tiny folded piece of paper into a much larger piece.

As it unfolded, so the messages stimulated curiosity until the final reveal that colon cancer can grow within people in much the same way.

Mailed out to opinion formers and to medical experts, the envelope itself was much smaller than usual – the minimum allowed by the German postal authorities – to pique interest.

ResultsDuring the campaign period, the mailing stimulated an increase in the clickrate to the LebensBlicke website of more than 20%. Subsequently, an increase in donations was also registered.

Insightsconfucius said: “tell me and I will forget. Show me and I’ll remember. Involve me and I will understand.”

Because this is involving, getting the readers to unravel a mystery as they unfold the letter, the shock of discovering what it is all about must surely have registered more strongly in their mind than any press or online advertising could ever have done. that’s the power of direct mail when done well. Its effect is deeper and longer-lasting.

CReATIve TeAmCreative Directorchristian Daul Art Directorclaudia Frank

CopywriterAndres Osselmann

PRoDUCTIoN Production managerMartina Wiegand

Agency ProducerMarion Lakatos

In the beginning it’s small

You celebrate your birthday and it’s still growing

And now you can feel it, it’s too lateWhile you’re at work, it’s growing

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AgencyDDB Mudra Group

ClientBirla Sun Life Insurance

ProductLife Insurance Retirement Solutions

Titlethe Last telegram

CountryIndia

BackgroundOn July 14, 2013, the 163-year-old telegram service in India was closed down. Dating back to 1850, the service had first been offered to the public in 1854. However, it had ceased to be meaningful in a world of instant messaging by SMS, BBM and telephone calls.

Idea the agency was quick to see that there was an opportunity for Birla Sun Life Insurance in the story of the telegram being retired. 5,000 people who had previously shown interest in Birla Sun Life’s retirement plans, but who had forgotten to do anything about it, were identified.

On July 14, the last day the telegram service was in operation, a team of 15 people went to the telegram Office in Mumbai and from 9 a.m. to 10:30 p.m. wrote and dispatched individual telegrams to those 5,000 prospective customers. the message read: “the telegram retires today. With no plans for the future. Do you have a plan for your future? Retirement Solutions from Birla Sun Life Insurance.”

Results5,000 telegrams were delivered and the message struck a chord with many of its recipients who took to Facebook and twitter to talk about this reminder of the past about the future. @goodbyetelegram became a trending topic with over 2,500 tweets and 60% retweets. Media including times of India, Indian express, Rediff news, etc., took up the story, generating around 1.6 million impressions in a week.

21.6% of those who received a telegram contacted Birla Sun Life, and 17.7% converted into customers.

InsightsWhen you are aware of the news you can make the news. this would not have worked as well as it did if the message had been merely topical. the fact that it was also entirely relevant was what made it memorable. Relevant, branded, memorable – irrespective of your media choice, that’s what you want your idea to be. It is amazing how seldom advertising meets those three requirements.

Full marks then to DDB Mudra Group for being aware of the demise of the telegram and for making the connection with their client.

CReATIve TeAmCreativeAneil Deepak Sandeep Mishra Gaurav Kamath

CopywritersVenkatgiri Rao Sonia AroraPratap Bose

oTHeR Business Headnitin Rastogi

Client ServicingJesal Parikh

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Agencycawley nea/tBWA

Clientcalor Gas

Productcalor Gas-powered Forklift truck

TitleMagic Dumbbell

CountryIreland

BackgroundUsing a calor gas-powered forklift truck had many benefits over using conventional diesel or electric models. they were more reliable, powerful and there was less downtime. the problem was that while factory managers needed to know this, they were not interested in meeting sales reps to learn otherwise. they were also notoriously disinterested in marketing collateral. the objective, then, was simply to get a first meeting with these guys.

Idea to demonstrate in a playful way the benefit of using calor-powered trucks, warehouse managers were sent a very heavy box with a gym dumbbell inside. However, when they lifted out the dumbbell, it turned out to be as light as a feather. the weight was concealed in the lining of the box. enclosed was a simple brochure outlining the key benefits of the product and a note to say a rep would be in touch later that day to set up a meeting.

ResultsWhen the sales people called after the mailing, not a single meeting was refused.

Insightsthis idea works so well because the creative treatment is a reversal of the expected. All of the cues are there to set the mind up to believe the dumbbell is heavy. But when it turns out it isn’t, the surprise doesn’t just make sense of calor Gas’ message, Make lighter work of the heavy lifting, it burns it into memory.

this would not have come cheap. But then, forklift trucks don’t come cheap either. If this mailing led to more than three or four being sold, the ROI generated would have been seriously impressive.

CReATIve TeAmexecutive Creative Director Stephen Anderson CreativesMartin cowman Dylan Roche DesignMartin cowman Jerry O’Dwyer

CopywriterAlan Byrne

PRoDUCTIoN Dylan Roche

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AgencyWhybin\tBWA Auckland

ClientcAAnZ

Producteffie Awards

TitleResults Don’t Lie

Countrynew Zealand

Backgroundthe effie Awards wanted more agencies than ever before to enter the 2013 awards.

Idea the advertising industry in new Zealand (as everywhere in the world) had an amazing ability to stretch the truth when entering work into creative award shows.

the effie Awards, however, were different. Only work that achieved real business results for real clients won the prizes.

So, to encourage agencies to enter the 2013 effie Awards, the country’s top executive creative directors and ceOs were interviewed about their most successful campaigns from the previous year.

A police-trained polygraph examiner performed the interviews, and lie-detector printouts were made and mailed to strategy directors and planners in agencies, encouraging them to enter the “truthful” awards.

Resultsnot only were more campaigns entered than ever before, but they came from more agencies.

Insightsthe mailing was part of an integrated campaign that tied together DM, an event and a website, where there was more information including how to submit the work. Beautifully executed – the brown, police-department feel to the design of the mailing – the idea was based on the insight that at least half of all creative awards are thought to be scams. effectiveness awards, by contrast, simply cannot be faked.

Playing on the rivalry between planners and creatives in many agencies, the polygraph printouts, showing the terrible distortions of the truth, were mailed to planners, who would have loved the message that only their awards, the effies, were legitimate.

the fact that they would have read about the event in the trade press before they received their personalized packs would have made the mailing even more compelling.

now all we wait to see is whether this idea wins an effectiveness award itself.

CReATIve TeAmChief Creative officertoby talbot executive Creative DirectorSteve Kane

Creative DirectorsLisa Fedvszyn Jonathan McMahon

Creativescece chu Ryan Price

Digital DirectorRoss Howard

Senior Designerchris Lewis

DesignerFrank turner

Digital CreativeDavid Minty

Digital ProducerHenson tan

Digital DeveloperDavid colquhoun

oTHeRGroup HeadJodi Willocks Senior Account managerVictoria Meo

PlannerSarah Hamburger

ClientPaul Head, ceO, cAAnZ

A live event was staged at which top creative directors were given lie-detector tests.

This generated content for the website as well as coverage in the trade press.

The website

The mailing contained the polygraph printouts, showing the terrible fibs the top creatives had told about their most recent “award-winning” work.

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AgencyY&R South Africa

ClientUnIceF

ProductRehabilitation of child Soldiers Project

Titletoy Soldiers

CountrySouth Africa

Backgroundthe African continent had the world’s highest number of child soldiers, fighting in wars they didn’t believe in, for causes they didn’t understand. UnIceF had extracted many of these children from combat and wanted to reintegrate them into society. the aim of the campaign was to rally more support for this program from people known to have already given to UnIceF.

Idea One thousand packs were mailed. Initially, each appeared to be a typical packet of toy soldiers, but once the packet was opened, the recipient found that the figurines were in fact children reading books, playing soccer, riding bikes and doing the activities children were supposed to do other than carry guns. In other words, doing what they would do in a normal life.

Resultsthere was an immediate rise in both volunteer applications and donations. In addition, the direct mailer created interest around the world, appearing on over 15,000 websites in over 50 countries, transcending both borders and languages. More than a simple message, it was an ongoing reminder of the realities many children in Africa faced every day.

Insightsthis pack went to 1,000 people and reached a million or more. It’s what happens if you have a creative idea. It goes viral, in that people want to share it with each other and talk about the issues it raises. Yet many hard-nosed marketers would never have bought this idea for being too expensive to reach too few people.

the numbers would suggest that an insert in a national newspaper or a low-cost mailing to a list of a couple of hundred thousand would be the more judicious approach. But that’s the thing about numbers; they never make provision for the incredible possibilities of the human imagination.

CReATIve TeAmChief Creative officerMichael Blore

executive Creative DirectorLiam Wielopolski

Art DirectorMbuso ndlovu

CopywriterSebastian Schneider

Head of DesignAnita Modi

DesignerBradley Stapleton

PRoDUCTIoNcubed Model Building

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AgencyGOSS, Gothenburg

ClientGothenburg Homeless Aid

Productcharity

Titlethe Homeless Letter

CountrySweden

Backgroundchristmas is the most important time of year for the Gothenburg Homeless Aid organization. It’s the time when people tend to give more to those less fortunate than themselves than at other times of the year.

It’s also the time when the organization hopes to raise most of its funds for the year ahead.

Idea If it’s hard to get people’s attention with direct mail, it’s even harder at christmas. Simply to make the letter stand out in the avalanche of christmas cards and commercial mailings, the agency let it spend a night out in the streets. Literally. Once the letter had experienced the same wetness and cold as the homeless of Gothenburg, it was mailed.

ResultsIn total, 22% of all recipients donated an average of just over 29 euros (approximately cAn$40), a 15% increase of recipients from the previous year’s results, donating an average of 21 euros. the campaign as a whole raised 163,000 euros (roughly cAn$240,000) – a lot for a relatively small city.

Insightsthis idea clearly dramatizes the problem of life on the streets. Of all the letters lying on your doormat, which one are you going to look at first? In at least nine out of ten instances, it will be the bedraggled, dog-eared one for no other reason than it looks different from all the others.

As John caples noted in tested Advertising Methods over seventy years ago, if you can’t appeal to people’s self-interest, appeal to their sense of curiosity.

Once opened, the letter is beautifully understated, allowing the reader’s mind to imagine what it must be like to spend a night out in the rain and the cold.

So simple, so powerful, so very successful.

CReATIve TeAmCopywriterselisabeth BerlanderUlrika GoodMichael Schultz

Art DirectorsGunnar Skarland Albin Larsson Mattias Frendberg Jan eneroth Mimmi Andersson

Graphic DesignerLouise christiansson PRoDUCTIoNProduction Designerselin AndreassonLena Björklund Henriksson

oTHeRAccount managersAnna troglin Monica n Persson Lena Kling

Account SupervisorsJohan Good Stig Lundstedt Fredrik toreskog

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AgencyWirz BBDO

ClientMarionnaud Switzerland

ProductPerfume

TitleFragrance Pairs

CountrySwitzerland

BackgroundMarionnaud is one of europe’s biggest perfume retail chains. When the brand celebrated its tenth anniversary in Switzerland, in a year packed with marketing activities, the challenge was to create an initial giveaway to mobilize and motivate senior staff.

Idea the celebrations were based around the confident thought of 10 years’ expertise in fragrance.

equally self-assured was the gift mailed out to the company’s own people: the world’s first memory game that uses fragrances instead of pictures.

the box was filled with blank cards, which, when rubbed, released the scent of ingredients Marionnaud used to make its perfumes. Players had to rub, sniff and identify matching fragrances like rose, musk, lavender, vanilla and so on. It was an intriguing challenge, even for the professional parfumiers at Marionnaud.

Resultsthe unusual giveaway was very enthusiastically received. Within the company, it became the number one topic of conversation and encouraged staff members to solve the fragrance memory game together. It served as additional motivation for the anniversary year.

InsightsWhat is interesting about this is that it’s a mailing to the company’s own employees. Most organizations forget that their most potent brand ambassadors walk out of their front doors every evening. to maintain momentum for a whole year’s worth of marketing effort, Marionnaud needed their people to be enthusiastic.

Also, if you google “Marionnaud Fragrance Pairs,” you will be directed to thousands and thousands of links. these days, no piece of communication exists in complete isolation. everything you do can acquire a new lease on life online if it is interesting enough.

CReATIve TeAmexecutive Creative DirectorPhilipp Skrabal

Art DirectorBarbara Hartmann

CopywriterMarietta Mügge

PRoDUCTIoNProducersMario MüllerMichael Kohli

Production Housecarton Idea, Zurich

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AgencyArchibald Ingall Stretton

ClientO2

ProductMobile Services

TitleSorry

CountryUK

BackgroundWhen customers wanted to cancel their contract, O2 tried to call them personally but could not always get through. the mailing was designed as one last chance to ask departing customers to stay with O2.

Idea the insight for this piece was that, once people have made up their minds to end a relationship, they were unlikely to respond to branded communications.

the message, then, was designed to be as un-corporate and as personal as possible. the leaving card was mailed with a real first-class stamp on the envelope, unbranded, as was the front of the card itself.

the handwritten messages on the inside were personalized with the customer’s first name and signed by real people at O2.

ResultsResults not available.

Insightsthe blurring of the lines between what was traditionally thought of as direct marketing and brand advertising is beautifully captured in this one piece.

the principal aim could not have been to stop a significant number of customers from switching to another provider, but, in a murky market, to send out the signals that would encourage those deserters to re-enlist at a later date.

It’s smart marketing as well as being a charming creative execution.

CReATIve TeAmCreative PartnerSteve Stretton

CopywriterHolly Brockwell

Art DirectorMartin Lythgoe

TypographerPaul Grainger

Designersellis Faint Andrea Smith

PRoDUCTIoNProduction managerPaul tully

oTHeR Account DirectorMelanie Schouw

Account manageremma Shuttleworth

PlannerJulie Borrows

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Agencycrispin Porter + Bogusky, Boulder

ClientFruit of the Loom

ProductUnderwear

TitleFresh Gigs

CountryUnited States

BackgroundFruit of the Loom® was committed to making underwear that fit perfectly. they wanted a campaign to support their microfibre women’s panties and men’s boxer shorts.

Idea Fruit of the Loom launched a national brand campaign titled Start Happy. At its heart was the simple but universal truth that the underwear people put on in the morning has the power to set the tone for their entire day. As well as tV, radio and digital advertising that drove traffic to www.fruit.com, the campaign also used mail as part of a national sampling campaign. In association with LinkedIn, the Fresh Gigs program identified thousands of people starting a new job in the month of the campaign launch and invited them to take up the offer of free underwear and to share the stories of their fresh start in their new jobs.

ResultsWithin weeks of the campaign launch, Fruit of the Loom reported they were seeing double the benchmarks for standard LinkedIn InMail campaigns. the “total open” and “total post-open” click percentages were more than double LinkedIn’s average and the conversion rate was almost three times LinkedIn’s benchmark.

And they had had more than 126 million earned impressions.

InsightsDirect mail is often overlooked as a component part of big-brand campaigns, but here is crispin Porter + Bogusky, one of the world’s creative powerhouse agencies, showing how it can be of real value.

Mail can get the product into the hands of influencers. Sometimes those influencers may be journalists, bloggers or even celebs. But here the influencers were ordinary people starting new jobs and who were able to share their experiences not just on LinkedIn but elsewhere across social media. Dropping a couple of thousands of pairs of free undies in the mail ended up being talked about by millions. And many of their stories will last for months, even years, long after the tV spots have been forgotten.

CReATIve TeAmWorldwide Chief Creative officerRob Reilly

executive Creative Directortony calcao

Creative DirectorsMatt Fischvogt Dave cook

Associate Design DirectorScott Pridgen

Digital Associate Creative DirectorStephanie Kohnen

CopywriterMoon Yang

Art DirectorJames Schumacher

oTHeR vP, Group Account DirectorDanielle Whalen

Account DirectorJoselyn Bickford

Account SupervisorJessica Francis

Account managerLucas Potter

executive Business Affairs managerAmy Jacobsen

Cognitive Anthropologiststeresa Harris carolina tristao Allie cole

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BY DATEAPPROVALS

CANADA POSTINCITE 2 – DM BOOKCPC 140042-PNONE100%1” = 1”9” X 12.625”8” X 11.625”

12-3-2013 3:29 PMOPTIC PREPRESS

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This advertisement prepared by PUBLICIS

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JOHN FINN N/APAT MCKEENKAI DE BRUYN KOPS4CFRUTIGER LT STD, TT SLUG OTF

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MAGENTA, YELLOW, BLACK

USE THE POWER OF DIRECT MAIL TO GROW YOUR BUSINESS.

NOW IT’S OUR TURN TO BE DIRECT.

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CANADA POSTINCITE 2 - DM BOOKCPC 140042-PNONE100%1” = 1”9” X 12.625”8” X 11.625”

12-3-2013 11:57 AMOPTIC PREPRESS

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JOHN FINN N/APAT MCKEENKAI DE BRUYN KOPS4CTT SLUG OTF, FRUTIGER LT STD

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ISSUE TWORIGHT PAGE

Issue ThreeYour Company Goes Here

WE’RE PROUD TO HONOUR COMPANIES THAT USED THE POWER OF DIRECT MAIL TO GROW THEIR BUSINESS.

Issue TwoCommonwealth Bank of AustraliaSecure SentinelEMIScottexTelusLeo BurnettPfaff AutoUnileverVolkswagenDZ Bank AGStiftung LegensBlickeBirla Sun Life InsuranceCalor GasCAANZUNICEFGothenburg Homeless AidMarionnaud SwitzerlandO2Fruit of the Loom

We look forward to partnering with you to produce Direct Mail that grows your business.

canadapost.ca/incite

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Visionary Marketing Solutions From Around the World

INCITEV1.02

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