Collect A Feeling Of Warmth & Happiness As You Pass Go
Issue 16 | September 2010
Agency
Sharpen & Sharpen
Creative Team
Copywriter and Art Director: Sandrae Lawrence; Copywriter and Art Director: Gary Sharpen; Designer: Tim Benton
Date
24th April 2010
Background
Gary Sharpen and Sandrae Lawrence are both born and bred Londoners with a shared love of the city. When they decided to marry, it was inevitable that the wedding should be London-themed throughout.
Idea
The invitation was an affectionate pastiche of one of the greatest icons of London, the Monopoly board.
Building on the insight that people are invariably curious as to how couples meet and fall for each other, the piece told the story of Gary and Sandrae’s romantic journey..
Following the circuit of the playing board, recipients were taken on the happy couple’s journey. They could start with “Collect a feeling of warmth & happiness as you pass Go”, before moving through to ‘Monega Junior’, the school they both attended as children, on to ‘Little Russell St’, where they met, via various other significant places such ‘South Bank’ where they walked on their first date, before heading on to ‘St.Bart’s’, the historical church where they were to take their vows. Along the way, prospective guests were informed of practical matters such as ‘24 hour parking’ as well being given a new perspective on the famous ‘Water Works’ section.
Having been invited to share the journey, guests were finally invited to join Gary and Sandrae at the wedding itself.
Results
140 mailings were posted. And there was 100% response rate.
Our Thoughts
Just because this is a wedding invitation doesn’t mean that it isn’t a perfect example of just about everything direct mail can and ought to be.
For starters, when you know your target audience and you know that they know you, then you can talk to them in a way that is both thoughtful and care-full.
You simply do not have to talk to them in the same way that everyone else does. In copperplate. If you are true to your brand, then almost inevitably you will end up being noticeably and pleasantly different in your communications.
This piece has many lessons for anyone embarking on a direct mail programme, not the least of which is that wit and charm are important tools in the business of persuasion.