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Mail & Door Drops
 

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.

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