3MGTG video mailer

Background

3M, best known for brands such as Post-its and Scotch tape, acquired a stake in digital out-of-home specialist GTG. The digital installations which the company makes often have a ‘wow’ factor of their own which they wanted to demonstrate.

The brand owner wanted to communicate the deal and drive its leading edge out-of-home digital capabilities to a targeted, pan European audience as part of a new business drive.

Idea

To bring GTG’s out-of-home digital capabilities to life for an audience of display and graphics specialists in the events, retail and media sectors in the UK, Dubai, Italy, Netherlands, Sweden, Germany and France, the agency believed their unique content needed a unique format.

The video mailing was the perfect vehicle to convey that message.

Results

Not yet available.

Our Thoughts

Digital technology has come to direct mail. The concept

behind this piece is not particularly amazing but then it

doesn’t need to be because the delivery platform is.

Campbell’s Soups, in being early adopters of the iAd

( see page 68-69) achieved the sort of results, which,

a year or two from now, will be unimaginable. The

same here, the fact that you can open up a card and

watch a video play is incredible. Early adopters will get

extraordinary results until such time as we get used to

opening up a letter at breakfast and watching a film

with our cornflakes.

It may well be that volumes of mail are shrinking

but, funnily enough, mail as a medium is beginning to

look more interesting than ever thanks to better data,

better targeting and, now, thanks to innovations in the

medium itself.