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Current Issue 6
March 2008

Mail & Door Drops
Atmosphere Craik Jones Watson Mitchell Voelkel A letter to travel agents dramatising the eco-friendly CO2 emissions of Virgin trains – by ‘printing’ the text in ‘air’ itself. Back To Black Tribal DDB GmbH The agency was asked to develop a marketing promotion for men with greying hair that would communicate the benefits of Schwarzkopf Re-Nature, arousing curiosity about the product and generating as many requests for Re-Nature samples as possible. Big Envelope Aim Proximity A direct mailing for Vodafone’s land-line service designed to stick in the mind of small businesses when a follow-up cold call occurred. The mailing encouraged the recipient to send back their previous phone bill, and provided a massively oversized envelope in which to do so. BMW Aftersales Program Shackleton A three-pronged DM program to keep BMW car buyers from migrating to non-affiliated service providers after their warranty period ended. Bushel archibald ingall stretton… A very large A1 mailpiece sent out to 6,000 Decision Makers in large Corporates (more than 100 employees) which folded down to A4 for posting. Upon unfolding, the paper read in large lettering 'It’s hard to miss a text message', intending to raise awareness, acceptance and usage of Business Text Messaging from O2. Cannes Book Action Ambros A ‘smuggled’ letter written on the back of a movie poster and contained in a hollowed book to invite AIG clients to a showreel from the Cannes International Advertising Awards. Christmas Cashback Campaign archibald ingall stretton… A mailing to Abbey credit card customers to encourage them to use the 5% cashback offer on their card to get themselves a little present during the festive period. To express the point, the mailing itself was the paper to wrap the present up in. Defender Rough Smooth Craik Jones Watson Mitchell Voelkel A textured mailing demonstrating the on- and off-road capabilities of the New Defender. Empty Envelope Singleton OgilvyOne A mailing designed to encourage FOXTEL’s Business Account customers to take up a direct debit payment method. To highlight the decrease in paperwork this switch would cause, the customer was mailed an empty envelope with the direct debit information printed on the reverse. Facebook As Direct Mail – The Media With Bigger Possibilities Åkestam Holst A mailing to members of the ad and media industry to express the personal nature of direct mail and invite them to an event. The mailing took the form of a mailed Facebook ‘friend request’, with several key Facebook staples interpreted physically. Keep Your Fingers Roi Division In order to draw attention to the fast turnaround of their tailor-made envelopes, Swedish company Bong Ljungdahl promoted a website based competiton through a series of mailings. Lopetegui Deposit 'Lopetegui Faints' Shackleton In order to advertise its new interest rate on deposits, Banco Gallego produced an integrated campaign around a viral video revealing the reason for ex-Spanish national goalkeeper Julen Lopetegui live on-air faint. Positions Vacant OgilvyOne London A mailing designed to look like the IT recruitment page of a newspaper, sent to MDs of start-up companies to encourage them to sign up for the BT Business One and IT Manager package. Return To Sender GOSS A Christmas card that appears to have been unsuccessfully delivered to a homeless man named Lasse. The card arrived at the target recipient's address because theirs was the ‘return to sender’ address printed on the back of the envelope. Shhh…No One Will Know Wunderman ME A mailing to IT Decision Makers of medium to large sized companies promoting Microsoft's new server and tools system. Designed to help the recipient cover for the newfound sense of freedom the technology would afford them, the mailing contained a small mirror designed to be attached to their computer monitor - warning them of approaching workmates Something’s Afoot On Islay Story A ‘scary’ short story booklet mailed to The Ardbeg Committee – 40,000 evangelical members in over 100 countries worldwide – launching the 'Airgh Nam Beist' whisky. Something’s Afoot On Islay Story A ‘scary’ short story booklet mailed to The Ardbeg Committee – 40,000 evangelical members in over 100 countries worldwide – launching the 'Airgh Nam Beist' whisky. Stealing Staff TEQUILAJohannesburg A guerrilla mailing for TBWAHUNTLASCARIS in order to bolster their creative department. Tea Party Wunderman/YR Brands A mailing/poster campiagn for Land Rover using an iconic event in history to simplify a rather dull and complicated subject, the business tax code, targeting small business owners and persuading them to purchase. Test The Service Of Vedior I DO Direct mail campaign for temping agency Vedior, in which a ‘Test Box’ containing five test tubes filled with ‘bacteria’ was sent to HR managers in order to ‘test’ the service of the company in the event of staff sickness. The Baptism Letter OgilvyOne Frankfurt A mailing, sent to families belonging to the Frankfurt Protestant community that have children under the age of 12 who have not yet been baptised, printed on special paper which revealed its message when submerged in water. The Ice Breaker Wunderman ME A door hanger mailer created for the residents of a building project in Downtown Burj Dubai, encouraging the community to attend a barbeque party. The World’s Longest Cover Letter Tribal DDB GmbH A mailing that demonstrates the exceptional length of the new Golf Variant by describing it from driver’s seat to boot. Touching Brands Chocolate Letter Proximity London A mailing of 6,000 personalised letters made out of the finest milk chocolate. The letter was designed to encourage the target audience to smell, touch and taste it, and explains the principle of engaging the senses to create more emotive connections with customers. Useful v. Useless Information OgilvyOne London A DM pack to show how IBM can help IT Managers find the information their company needs, in a sea of out-of-date, irrelevant data. Wet Paper CP Proximity Aigües de Barcelona (water distributor for Barcelona) was seen as old-fashioned by its clients. In order to launch its new website, where users could complete transactions online, the agency sent out a twist on the ‘usual boring letter’ by making it appear that the paper had been water damaged. Only the important information remained, leading the customer to the website. Wetsuit Partners Andrews Aldridge The mailing of actual wetsuit material to water sports enthusiasts in order to dramatise one of the many reasons why autumn is Wales’ peak season.
Integrated
At The Foot Of The Slopes Proximity BBDO Paris An integrated campaign highlighting the benefits of the Ski-Train, with extensive ambient activity in railway stations. BMW Aftersales Program Shackleton A three-pronged DM program to keep BMW car buyers from migrating to non-affiliated service providers after their warranty period ended. Crime Doesn’t Pay Proximity BBDO Canada An integrated campaign from Royal Bank of Canada targeting university students with one simple idea: it’s better to sign up for their fee-free banking than to commit petty theft due to poverty. Using a mock law-enforcement agency, the campaign targeted students at every imaginable touchpoint, from the net to the washroom – they just couldn’t escape the long arm of the law! Lopetegui Deposit 'Lopetegui Faints' Shackleton In order to advertise its new interest rate on deposits, Banco Gallego produced an integrated campaign around a viral video revealing the reason for ex-Spanish national goalkeeper Julen Lopetegui live on-air faint. Send a Singer WWAV Rapp Collins An international, integrated campaign to encourage companies to donate their Christmas card budget to Crisis and send a Christmas e-card instead. Tea Party Wunderman/YR Brands A mailing/poster campiagn for Land Rover using an iconic event in history to simplify a rather dull and complicated subject, the business tax code, targeting small business owners and persuading them to purchase. The Winter Hit Shackleton To beat competitors to the first orders of the Winter season, fuel company Cespa released a ‘Winter Song’ via mail and the internet.