Now 2015 has come to a close, we thought it would be interesting and inspiring to take a look at some of the best direct mail campaigns from the past 5 years. These innovative and creative campaigns illustrate how brands have made their direct mailing engaging, surprising and relevant to produce some outstanding results.
2015: Smart: The Mail Helmet
In 2015 a brand new ebike was introduced via a clever mailing campaign designed to stand out from the crowd. This flat mailing made from recycled cardboard could be assembled into a bike helmet, with the tag line ‘a smart helmet for a smart bike’.
Here’s why it hits all the right notes. The target customer cares about the environment, and the mailed product is ecological and unique, fitting well with their views and grabbing their attention. The brand being promoted stands for innovation, design and the environment, and once again the mailer reflects this perfectly. This well-crafted campaign shows us how a little creativity can go a long way.
2014: Air Force FM
This interesting Direct Mail campaign was designed for recruitment to the defence forces, and used some clever marketing to engage potential candidates. Recipients were sent a pack to construct an FM radio, which once complete, tuned to Air Force Radio, created specifically to play a recruitment ad.
Only suitable candidates who proved their skills by completing the radio build actually heard the radio ad offering a fast track to their exciting career, so this intelligent campaign not only engaged recipients, but also refined the original pool to ensure only the dedicated and worthy candidates made it through.
2013: VW: New Golf
This direct mail campaign aimed to entice targets to a test drive, and to distinguish VW from the competition. This was achieved with a unique approach to the creative. The new Golf looked somewhat similar to its predecessor, but the difference lay under the hood.
To emphasise the changes made to the car, the creative featured a beautifully imaginative cityscape which was made using parts from the car. The result was a distinctive image, not just your average car ad.
2012: Porsche Personalised Direct Mail
In another example from the automotive industry, Porsche’s highly targeted direct mail campaign used personalisation and automation to create an engaging offering. You might have noticed us mention this campaign before when we offered advice on how to make direct mail more personal.
Porsche actually positioned their cars outside affluent houses and took photographs that were printed and delivered to that house. The depiction of the Porsche in situ allowed the target customers to imagine what it would be like to own the car, and reported response rates of 32% booking a test drive are certainly shows high levels of engagement.
2011: Kit Kat Chunky’s ‘Chunky Mail’ Campaign
We just love this direct mail campaign from JWT London for Kit Kat Chunky. Their artwork was designed to look like the card left by the post man when your mail cannot be delivered. One of the reasons for not delivering on the real card is ‘too big for your letterbox’ so this campaign amends the wording to ‘too chunky for your letterbox’.
After grabbing the recipient’s attention by appearing to be something of value to them and then adding an element of surprise, the mail recipient is then invited to collect their free Kit Kat Chunky from a local newsagents. The aim of this campaign was to communicate the ‘chunkiness’ and incite trial of the product. With a reported 87% of recipients collecting their Kit Kat Chunky, that’s a direct mail response rate many of us could only dream of!
We hope our run down of campaigns has inspired you to be creative with direct mail in 2016 and beyond.