Addressing The Problem

Background

75% of the world's population had no reliable system of addressing. Streets, house numbers and post-codes simply did not exist. 4 billion people had no reliable way of receiving mail and consequently were invisible.

In developing countries, it was also a barrier to growth as they could not benefit from the increase in mail from e-commerce.

What3words was a revolutionary new way of finding anyone anywhere.

The world was divided into three-metre squares and each square given a three-word address. Complicated co-ordinates were now reduced to just three everyday words.

What3words wanted to tell Postmasters in ten key African markets about the simple solution they offered.

Idea

What better way was there to reach the Chief Postmasters in Comoros, Senegal, Nigeria, Niger, Togo, Liberia, Ghana, Bénin, Sierra Leone and Gabon than with a letter.

But these were letters that replicated the difficulties people had in reaching others when there was no reliable addressing system available.

Each envelope gave intricate directions of where it needed to be delivered. Some were visual explanations, some used maps and some bore written directions. (From Moroni airport head east until you hit the Boulevard Karthala. Follow this north, past the Ancien Marché...)

Though beautifully designed, each letter demonstrated both the problem and What3words' understanding of the situation.

Results

As it happened, eight of the ten responded and conversations have begun with three, one of whom has just signed an annual contract. Because each market was worth a large amount to What3words, converting just one of the ten Chief Postmasters would lead to a healthy ROI.

Our Thoughts

The big secret of direct mail is targeting. When you know exactly who you are talking to, then you know how to talk to them.

And, by the way, the more precise you are in your targeting, then the fewer packs you actually have to send out to achieve your objects.

When I work with students, I tell them that the best way to get their first job in advertising is DM. Work out which ten agencies you'd most like to work at. Then write to each individually, explaining why they would benefit from having you on board. Of course, you have to be a bit clever about it. You can't just write, 'gimme a job'. You have to demonstrate your skill and your talent. Which is pretty much what this mailing is all about, a demonstration of the problem and the offer of a solution. Beautifully crafted.

It works with creative directors and it works with Chief Postmasters.