The brief was to get more Royal Mail customers to use Direct Mail.
These leads delivered £1.17m in revenue from a mailing budget of £210,000.
The question was: how do you create stronger, more intimate, and ultimately more profitable relationships with customers?
Answer? Engage their senses. The most effective medium to engage all five senses? Direct Mail. The simple principle was brought to life by mailing 6,000 personalised letters. Made of the finest milk chocolate available, the letter encouraged the recipient to smell, touch and taste it, and explained the principle of engaging the senses to create more emotive connections with their customers. Another treat was bestowed upon them in the form of a bespoke edition of the quarterly DM showcase, the Directory, with examples of sensory marketing. To complete the experience, the Directory had a heat-sensitive cover.