At bakergoodchild, we understand the value that creative direct mail campaigns can provide marketers and consumers alike. It gives organisations a chance to differentiate themselves from the competition, as well as form bonds and relationships between brands and their consumers. Here are a few of our favourite direct mail campaigns that we hope can inspire all marketers considering direct mail in the future.
smart® – The Mail Helmet
To raise brand awareness for the launch of a new electric bicycle, smart® sent consumers a plain flat package made of recycled cardboard in the mail. The box they received had pop-out card parts that could be readily constructed into a unique, environmentally friendly riding helmet. The mailing’s outer line perfectly communicated the contents: ‘A smart helmet for a smart bike.’
Nike® – Stadium Shoe Box
A limited number of Nike shoeboxes were designed to house a stadium within by inserting printed sheets portraying a stadium. The aim was to inspire children who dream of becoming football players. The result of the campaign? Great word-of-mouth for the number one trainer brand. Simple!
Nestlé® – Free KitKats
Food companies frequently utilise direct marketing to promote their products and Nestlé® recognised this as a means to reach their target clientele. Nestlé®, for example, sent out a mailer that looked like a missed delivery letter that postmen leave when they are unable to deliver a package.
Instead of claiming that a delivery could not be delivered, the mailer stated that the package (KitKat chunky) could not be posted because it was “too chunky for your letterbox.” The lucky recipients could exchange their cards for a free KitKat Chunky chocolate bar at their local newsagents.
The company’s decision to mimic the design of missed delivery notes was brilliant. Mimicking a well-known and trusted symbol instils confidence and loyalty in the recipient instinctively.
Prospera® – Peanut Butter and Jelly
Prospera® Credit Union Insurance relates the compatibility of peanut butter and jelly to Prospera® and the potential customer in this direct mail marketing campaign.
“Some things are simply meant to go together”. Oftentimes, uncomplicated marketing campaigns and slogans are the ones that garner the most attraction – Prospera’s P&J mail proves that!
Sharked Project® – ‘Finned’ Envelope
The Shark Project® is a campaign to raise awareness about the problem of shark hunting, and the potential extinction it may cause. It focuses on the “finning” — the process of capturing a shark, cutting off its fins, and throwing the rest of the animal back into the sea. This direct mail is printed on rough paper that looks like sharkskin and instructs the receiver on how to cut open the envelope to reveal a bloodied shark fin stump. A very powerful message that left a lasting impression on all the recipients.
The Perry Process® – “Don’t Throw Your Money Away”
The Perry Process® was created to entice manufacturers to sell their unwanted or excess equipment to the corporation in exchange for cash. They included fake money inserts, as well as a pamphlet titled “Don’t throw away your money,” which doubled as a free postcard, to guarantee that the campaign made these companies sit up and take attention.
If you’re looking for a creative direct mail campaign for your company, get in contact with us today or ring us on 08006121972 to discuss your needs.
