Add A Dimension - Proximity London

Background

Many marketers have been moving budget from Direct Mail into digital media because online is cost-effective, flexible and effective. But exciting research from Royal Mail has shown how much more effective digital can be when it is used in tandem with mail. In fact, ROI can increase by as much as 62%.

Idea

The brief was to dramatise the power of adding Direct Mail to Digital. So, if Digital is one facet of marketing communications and Direct Mail is another, when they come together they create a third, powerful dimension – a significant increase in campaign results.

3,000 marketers were mailed a simple DM pack containing nothing more than a pair of 3D glasses printed with their own personlised URL.

This took them to a website where they were greeted by name before they viewed a beautiful 3D film. Even the soundtrack was engineered with innovative recording technology to provide a 3D audio experience.

At the end of the film, the website introduced four simple, key ways that using Direct Mail with Digital could help – 1, By driving online purchase. 2, By helping marketers learn more about their customers. 3, By sharing information about their products and services. 4, By creating a better brand experience.

Each area was supported with a vox pop video, a case study and statistic. They were taken to a simple form to make contact with Royal Mail, to find out more.

Along with sales collateral – brochures and presentations that included 3D graphics and support – the target audience was also sent a limited edition 3D print from the film, together with a summary of what they’d found interesting online.

Results

14% response rate within one week

Our Thoughts

Once again our friends in London are fighting the battle to show that you don’t have to choose between DM and digital. By showing compelling facts, they are convincing clients that they are better off using both media rather than just one. The more of this sort of work, the better. Because as an old-school direct guy, I am saddened that it’s getting harder and harder to convince even the most appropriate client that direct mail makes sense. It’d be a great subject for Directory to showcase, areas where direct and digital have combined to generate better results. But back to this piece. By sending 3D glasses they are setting the expectation with the recipient that they are about to have some fun when they go online. I didn’t get glasses sent to me here in NZ, so I just have to assume it looks amazing.