TouchedByDM

Background

Print Power is a collective campaign promoting the use of advertising in magazines and newspapers, customers magazines and direct mail. Their target group consists of marketing and advertising professionals among advertisers and agencies. Print Power operates in 13 countries in Europe. Sensory marketing and sensory print has become more important in the marketing mix. Research from Brandsense and Martin Lindstrom concluded that triggering more than three senses increases the effectiveness with 70%

Idea

Touched by DM is the central thought of the mailing.Printed material can trigger more senses and by doing so increase the effectiveness of the message. The mailing focusses on touch. The most important components of the mailing (paper, blackboard card, Moleskine) all have a special touch element. This leads to a very strong experience with the mailing and the message. The respondents are asked to wipe away chalk on a blackboard card and put their chalk-covered hand on a sticky sheet. This hand print was than printed on the cover of a Moleskine notebook together with the name of the respondent.

Results

The response rates of the mailing are astounding, nine countries scored between 10-25%. The mailing was much discussed online and so was the "making-of" video.