Concrete Letter
Issue 13 | December 2009
Agency
Y&R Auckland, New Zealand
Creative Team
Creative Director: Vaughn Davis, Copywriter: Matt Sellars, Art Director: Cory Bellringer
Production Team
Production Manager: Jo Caira
Other Credits
Account Director: Justine Boyd, Account Manager: Robert Orr
Date
May 2009
Background
It is not easy being a software salesman and the purpose of the mailing was to try and give sales staff in computer stores both reasons to sell Microsoft Windows packages and help in doing so.
Idea
To demonstrate how Windos breaks down the walls in their customers’ lives, the sales people were mailed a letter in a concrete envelope, complete with hammer to smash it open. The letter inside invited recipients to take part in a promotion, which gave them the chance to win a trip to that place where “the Berlin Wall used to be.”
Results
A 44% response rate, outstanding for this sort of sales promotion campaign, which usually have a fairly low uptake. Sales also have increased significantly.
Our Thoughts
The writer and lawyer A.P.Herbert once wrote a cheque on the back of a cow. It was a perfectly valid cheque and his bank had to cash it. As well as clear up afterwards. The point being, who says a cheque has to be of a standard form and size? And who says an envelope has to be made of paper? It’s the people who stop and look at the rules and ask “Why?” who are my heroes. Rules exist to be broken, if I may be excused the pun, and here they are, with a hammer.