Star Campaign

Background

For An Post, the Irish Post Office, the challenge is to inspire managers of SME’s to notice the power of direct mail in growing their businesses.

It’s imperative that they talk to their customers. But they’re either unaware that direct mail is the most effective form of communication to retain and acquire new customers or they’re unwillingly to try it. They insist on using more expensive TV, radio and press advertising, which are harder to target and measure.

The brief asked that recipients go onto a new direct mail website to learn more about it. The challenge was to create awareness that receiving direct mail could be simple, cost effective, targeted, measured and enjoyable amongst a time-poor audience that receives lots of messages through the post.

Idea

A simple but highly visible envelope with a large window showed a 5 cent coin stuck to a card containing a scratch panel, which once scratched, revealed a personalised URL and unique code.

Typed into a browser window, this led recipients to a website where famous Irish mentalist Keith Barry greeted users by name. After explaining how simple and effective it is to use direct mail, he performed an interactive magic trick through their computer screens before revealing personal information he knew about them. They were then invited to forward the video and magic trick on to clients and colleagues before being brought to the An Post website to learn more about direct mail, especially when it is in tandem with digital media.

Results

Anticipating a response rate of around 10%, An Post were delighted that 35% of recipients followed their personalised URLs to the Open Your Mind website. Over 60% of the visitors to the site have gone through the personalised experience.

‘Feedback includes quotes such as this, from the marketing Manager of Mundipharma Pharmaceuticals Ltd, ‘Congratulations on the most effective piece of promotion that has crossed my desk in 20 years of marketing.You have absolutely made me re-evaluate my thoughts on direct mail.’

Our Thoughts

What is interesting here is the sheer number of different responses the idea demands.

First, intrigued by the coin visible through the larger-than-normal window you open the letter.

Second, wondering what’s beneath you scratch the coating to reveal the url beneath.

Third, you type it into the browser of your PC and go to the website.

Fourth, you log in with your personal code.

Fifth, Keith Barry gets you to start fishing around in your pockets to arrange your personal belongings on your desk in front of you.

And sixth, you go on to contact your personal consultant at An Post.

It is an ingenious demonstration of how far and how long (over five minutes in my case) a simple mailing can take us.