Silver - Chocolate Letter
Issue 17 | December 2010
Agency
Proximity London
Creative Team
Art Director: Duncan Gray; Copywriter: Marcus Iles
Other Credits
Group Account Director: Paul Sims; Planning Director: Teresa Harris ; Data Director: Claire Aldous
Date
November 2007
Background
Royal Mail wanted to encourage the top 6,000 advertisers in the UK who were spending below average on DM to see the medium as more than a rational fulfilment technique. The pack had to demonstrate that DM can deliver a richer, more engaging brand experience to their customers.
Idea
6,000 personalised letters made out of the finest milk chocolate were mailed out. The letter encouraged the reader to smell, touch and taste it, and explained the principle of engaging the senses to create more emotive connections, asking them to call Royal Mail to find out more about sensory marketing.
Results
Although the full results will be measured over a 12-month period, within two months 51 leads had been generated, with £1.17m in revenue predicted from a mailing budget of £210,000. Of those who have read the mailings, more than 70% say they have taken, or plan to take, action as a result. 74% said that it made them feel more positive about Royal Mail.