
DM within a DM
Australia Post
Issue 28 | September 2013
Agency
Clemenger BBDO Melbourne
Creative Team
Creative Directors: Jim Ingram, Ben Couzens Art Director: Quenton Miller Copywriter: Chris Hillary
Production Team
Production Manager: David Findlay
Other Credits
Account Director: Elizabeth Bierre Senior Account Manager: Meredith Bradly
Background
With the boom in online sales, Australia Post’s packaging sales should have been booming too.
They offered an extensive range of packaging with big discounts on larger orders. The problem was how to get these online retailers to give them a go.
Idea
The only way to get the target audience to notice Australia Post was by demonstrating the breadth of their packaging in a way that cut through quickly and simply.
The idea was a box within a box within a box.
1,227 parcel customers were mailed a pack, inside which were several other smaller-sized packs. Each layer revealed a new message, which created both a sense of intrigue and a sense of fun.
The last box contained a short personalised letter and order form. And, as a reward for making it all the way, a bag of red jelly beans.
Recipients could respond either by (a) going to their local Australia Post outlet or (b) by filling in the order form in the mailpack or (c) by going online.
They were also contacted by a telephone sales team.
Results
Of those mailed to date, 108 have purchased packaging, achieving a response rate of 5.75%.
An additional 53 customers have requested more information about the packaging range.
For Australia Post, the campaign has not just helped drive sales but has grown awareness of the packaging range as well as demonstrating the company’s commitment to truly understanding its customers and their needs.
Our Thoughts
At Directory we have seen similar packs- within-a pack ideas and, indeed, one of the editorial committee – mentioning no names – argued fiercely it should be left out. But while we applaud originality, just as important in direct marketing is the relevance of the message. What this mailing does is demonstrate the range of packaging the retailers could choose – as well as spelling out the competitive prices of each.
Over the long term, I expect this campaign will lead to greater returns than the 5.75% currently being touted.