DM Case Study-Aug07
DMs that rattle in action
DMs that rattle in action
How do you make marketing professionals and advertising executives sit up and take notice of direct mail? Send a DM to them but be aware that they don't want another ‘brochure' in their mail box, like those run-of-the-mill types which can only convince anyone that DMs are boring and not worth your time opening or reading them. After all, direct mail is seen merely as the poorer cousin of print, TV and radio advertising, which clients often throw into their marketing mix more as a means to support their campaign.
That was the challenge thrown to us by SingPost - to promote DM as the marketing channel of choice and to showcase its key benefits, in particular as the most viable and cost-effective option to fit one's purse.
As its appointed creative agency, we came up with the SingPost ‘Purse Rattle' DM that embodies this message. It is an eye-catching and effective demonstration of how DMs, when executed well, can in fact create powerful buzz and interest with the target audience, and at the same time, educate the marketing community on the wide range of DM solutions that SingPost provides.
Our target group is made up of mainly savvy marketing managers and jaded advertising executives who do not really need any lessons in DM. Hence in coming up with the creative idea, we went back to the basics of DM, focusing on the very nature of DM which involves almost all the five senses of sight, sound, smell, taste and touch. In short, we knew that the creative must have an interactive element.
By creating a handy-sized and cute purse and adding sound effects to it by way of simulating the sound of coins jingling within the purse, we were sure that this unique DM would spark off curiosity from the get-go. The clever mechanics of the purse design even allowed it to be opened and within it was a small insert summarising the benefits of SingPost's one-stop DM solutions.
The biggest challenge for us was working out the mechanical production aspects of the ‘Purse Rattle'. More than 10 mockups were produced for testing. When working with the printer, we also had to try out different materials and production methods to ensure that the end product would turn out as what we envisioned.
A total of 8,000 ‘Purse Rattle' DMs were mailed out and SingPost has since received numerous queries from its customers on its DM services as well as compliments on this DM - it got over 400 queries and responses which was a 5% response rate.
To make marketing professionals ‘fall in love' with direct mail all over again and encourage them to use SingPost one-stop DM solutions for their next marketing campaign.
A high-impact DM creative piece involving the senses of sight, sound and touch to clearly demonstrate the benefits of DM as a powerful and cost effective marketing channel.
8000 DMs were sent out and we received more than 400 queries and responses, a 5% response rate.
Hong Ly Ling
Design At Work
- Design At Work Pte Ltd
- Singapore Post