Mail & Door Drops
See it, hold it, smell it – do it. A touchy-feely reminder
Fairfax - Sydney Morning Herald - DM
Issue 24 | September 2012
Background
The target market was lapsed subscribers to the newspaper. They had actively 'unsubscribed' and had not responded to a combination of four standard letters and emails attempting to win them back with price-based offers.
A new, more creative approach was required, centred on the insight that digital alternatives simply don't offer the same tactile experience and ritual as a newspaper.
This article is for Directory subscribers only
Login
Share
People Also Read
- Baby Made On Board - Proximity BBDO, Brussels
Issue 12, September 2009 - Live Rescue
Issue 16, September 2010 - Meet Graham
Issue 41, December 2016 - HerShe
Issue 56, September 2020 - UGM (User Generated Mailing)
Issue 8, September 2008 - The homeless letter
Issue 11, June 2009 - The spare underwear
Issue 21, December 2011 - The Caples Awards
Issue 29, December 2013 - The Caples Awards 2014
Issue 34, March 2015 - $HRED
Issue 34, March 2015