Direct mail is an advertising strategy that continues to be popular today, even in the age of digital marketing. Why? Because it works! And when done right, a direct mail campaign can be extremely successful. In this blog post, we will share examples of some of the most impressive direct mail campaigns in modern mailing history. Hopefully, it’ll inspire you to continue you with, or add direct mail to your business’s marketing strategy.
1. Green Belgium – World Water Days invisible message
To highlight the importance of the world’s water, Green Belgium launched an innovative direct mail campaign for World Water Day 2009. They sent out a message that would only be revealed when wet. Unsurprisingly, this innovative direct mail marketing campaign piqued the interest of a lot of recipients, and engagement was high. It was so successful, as it demands the participation of the recipient.
2. Skoda – Driver Assist
To draw attention to the new driver-assist feature on the Skoda Yeti, Skoda cleverly included hidden magnets in their direct mail postcards. The front of the mailer featured two parked cars with an empty space in the middle. You were instructed to take an additional car from the reverse side of the postcard and place it in the middle. As soon as you placed the third car on the front side, the built-in magnets pulled the car into the designated space for you. A simple but innovative idea, which conveyed their message clearly.
3. Earth Hour – Candle Box
In a bid to encourage business owners to turn off their office lights, Earth hour delivered yellow candles to several business leaders and executives. The yellow candles were delivered in black boxes to imitate an office building. When you removed the candle from the box, it emulated the lights being switched off. This campaign was highly successful for WWF Philippines, boasting 260% engagement in the campaign.
4. The Theatre Academy – Macbeth
To promote a stage production of Shakespeare’s Macbeth, The Theatre Academy, used fast food style takeaway bags emblazoned with a big red M, in the style of the McDonald’s arches as invitations. They hoped the familiarity of the notorious McDonald’s arches would grab the attention of a wide range of customers.
5. Land Rover – Start/Stop Button
This very clever campaign came courtesy of Land Rover and featured an Internet of Things enabled direct mail pack that featured a replica of the engine start button from the car. Pressing the button contain within the mail piece sent a message to the recipient’s closest Land Rover retailer.
The results were unprecedented for Land Rover and showed the power of innovative direct marketing: Their direct mail response rate jumped tenfold to 48% giving them a 24x ROI.
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Have you got an idea that you think could perform like one of these innovative campaigns? Something so out of the box you don’t think it would be possible. Try us! Contact bakergoodchild today and we’ll sort your print, mail, and post marketing ideas no matter how wild they are!
