Agency self-Promotion

A step-by-step direct mail campaign that builds on the new Sainsbury’s proposition ‘Try Something New Today’ to make online grocery shopping fun, inspiring and even emotional.

Two mail packs designed to encourage teaching applications in Physics and Science. Both packs bring the subject to life and reinforce the message through a clever use of envelope format. The first asks, ‘How fast does a penny drop?’ and contains a real penny in a transparent slot. The second dramatises cloning by repeating the address window over and over again on the envelope, before challenging the recipient, ‘could you explain cloning?’

To introduce aQa Pickwick’s water system, prospects were sent ‘the Water tank reintegration program’, consisting of a plastic water tank, which can be reused as a wastepaper basket or vase, as well as an instruction manual outlining other recycling ideas for the now defunct water tank. The accompanying letter proposes a free trial of aQa Pickwick’s system and gives a unique code, which recipients can check on the website to see whether they have won one of 20 aQa Pickwick systems.

A box mailer containing a David Beckham Academy and Volkswagen co-branded captain’s armband. This mailer kicked off a wider integrated campaign that also featured the competition on posters, press, radio and point of sale.

A welcome pack activity that embraces the ‘co-creation’ trend by getting existing members of the Baileys RM Programme, The Baileys Lounge, to send in postcards illustrating their ‘simple pleasures’, resulting in a coffee table-style book that is sent to every new member.

A mailing to encourage housing associations to contribute to the Government's CO2 reduction targets, in the form of a blown-up helium balloon, demonstrating how much CO2 is released into the air by leaving a light on for just 40 minutes.

A simple door drop dramatising the problem of back pain and offering a discount on a course of treatment to solve it.

An insert used in the hospital take-home bags given to mothers in Australia after the birth of a new child. An innovative use of an existing channel to reach new dads, the pack included items that they might find useful at this key moment in their lives.

A personalised piece for recent flight bookers, giving them tips on their destination, recommendations on places to stay, visit and eat, as well as a fold out map with their name on it.

With escalating house prices in New Zealand, the ability to save for a deposit was becoming a pipedream for many. But when ASB Bank became one of the first to offer 100% home loans it gave tenants a chance to get off the rental treadmill and say goodbye to their landlord forever. Tenants received a ready-written ‘Goodbye Landlord’ letter, in a reusable envelope, with the compliments of ASB. The bank had made it so easy for them to move into a home of their own, even giving notice to the landlord was a breeze.

The Guinness Insider Relationship Marketing Program was created to build brand loyalty and affinity among high value drinkers. It drew on insights to deliver relevant, compelling communications and give a sense of belonging among its members, a group of fiercely loyal and staunch Guinness drinkers who are deeply rooted in their Chinese heritage. Building on the understanding that newspapers are valued as essential brain food by this group, who are interested in insightful news presented from an independent angle as compared to the local newspapers, the core communication of the program centred on the Guinness Insider Newspaper.

A simple door drop in the form of a personal note from the local Esso delivery driver. The door drop was delivered to 100,000 Belgian households in support of a press campaign to increase awareness of ExxonMobil’s premium heating oil – Esso Optiplus.

A DM piece in the form of a management book for CEOs to demonstrate that IBM is no longer just a hard- and software provider, but also offers companies business solutions to help them succeed.

A simple direct mail piece that formed part of an integrated multi-media Lowe + Draft campaign to launch Vodafone’s wireless broadband modem. The piece focuses on the simplicity of the new ‘vodem’ device.

A mailing to recruit student-orientated companies to the NUS Extra Card. In the form of a ‘pocket’ containing a student card-styled insert detailing the benefits of being associated with the card, the piece was intended to show how the card could help brands literally get inside students’ pockets.

A mailpack in the form of a ‘top secret’ detective file containing Polaroid style snapshots of the new Audi TT to attract potential buyers to the Audi showroom.

Clever use of an existing communication channel - official penalty notices - to warn young male offenders of the risks of speeding.

One of two mailings to business leaders to encourage corporate support of CALM. This pack, sent to female business leaders, consisted of a Police Evidence bag containing a crumpled suicide note headed ‘Dear Mum’. The pack also contained a booklet with more information about CALM.

A multi-phased mail campaign to encourage department stores to stock the new ultra-slim T7 digital camera. Distributors were bombarded by a series of letters, seemingly from customers demanding that they stock the new camera. This was followed by a reveal containing a scale ‘model’ of the camera itself with all its product specifications.

Personalised CD-ROM mailing to Audi prospects that promotes the new Q7 and makes it easy to book your test drive by providing pre-filled confirmation forms on the disc.

A mailing in the form of alphabet cards for parents to use to teach their children to read. The back of each card contains a word or phrase related to the A to Z of financial planning, to teach the parents about the benefits of using ANZ Financial Planning.

A two-part direct mail piece from Glenfiddich to Oddbins store managers. The first part consists of an unbranded hardback book, describing the attributes of an unnamed and ‘uncompromising’ whisky and containing a bottled sample of Single Malt Scotch whisky. It invites the recipient to guess which whisky it is. The second part is a branded dust jacket, revealing the whisky as Glenfiddich Special Reserve 12 Year Old. This resembles the cover of a best-selling novel and develops the story behind the brand.

Mailpack to Land Rover Defender prospects that exemplifies the attributes that make the vehicle so special.

A dimensional mailing in the form of a box containing an NMA branded wooden coat hanger.

A mailpack in the form of a crushed box, with an ‘official’ red stamp on the outside saying, ‘Unfortunately this package was slightly damaged in transit’. Inside, a photograph shows the risks of level crossings. A highly targeted piece, sent to people with level crossings on their private land.

A simple fake fur-covered mail piece. The copy on the reverse tells the recipients that ‘it feels better when it’s a real cat’ and encourages them to spread the word about the Sydney Dogs Home’s change of name.

A direct mail drive to warm prospects, encouraging them to take the plunge and open an account with first direct. The pack takes the form of a box of ‘fuzzy felt’, conveying the warm and friendly approach of the bank, as well as its customisable versatility. Recipients are invited to ‘create a bank around you’.

A mailpack in the form of a ‘dirty joke book’, in which all the jokes have been cleaned up, to demonstrate the excellent cleaning skills of Va Va Broom.

A highly targeted and personalised mail piece sent to art directors, containing two proofs, the annotated ‘before’ version and the retouched ‘after’ version.

A door drop in the form of a wrap around leaflet tied to a single stem flower.