Direct mail was taken to a new level when Auckland marketing campaigners Mailshop sent breakfast trays to customers that included a printed piece of toast.
The Just for Starters pack — which won a Gold Medal in the Self Promotion Category of this year’s Pride In Print Awards — was the hero of the self-promotion campaign in which recipients received a personally-addressed box to peak the curiosity factor.
Upon opening they encountered their very own breakfast tray, personalised with their own fake newspaper featuring them and accompanying cereal, butter, jam and coffee cup. To further enhance the experience the toast was real Vogel’s bread with “Mailshop” branded onto it and the banana was a fresh mini Nino banana!
Recipients were directed to a personalised URL PURL with the invitation to enter a competition on line, offering a prize of a real breakfast at the Langham Hotel.
The germ of an eye-catching business-to-business mail campaign came when Mailshop moved premises last year and used the opportunity to refresh its visual identity through a logo rebrand. Dashwood Design worked with Mailshop and established a brand essence around the concept “no such thing as ordinary”. The change included a transformation of its website, a new business profile and new signage, stationery, email signatures and vehicles.
A campaign was then devised to showcase the capabilities of Mailshop’s latest Colour 1000 digital press, in particular the broad range of paper substrates and weights it could handle, and to demonstrate to clients what is creatively possible when utilising XMPie software, both online and in digital printing.
Continues at: Direct Mail Breakfast Tray Is “Toast” Of The Town | Scoop News.
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