Issue 21 | December 2011
Royal Mail’s problem is that young people – future customers – don’t value ‘the mail’. Only one in five has ever received a letter and one in ten has ever written one. The answer was NOT to use DM to demonstrate the qualities of the letter, because, rightly, the law prohibits cold DM to minors.
The strategy, then, was to use a medium teens love to discover a medium they just don’t know.