DM Case Study Nov 2008

DM Case study November 2008

Headline: Morning mails means early deals

Sub-head: Egging you on in the morn'

Box-Out

The Mail

Objective: To familiarize UPS customers with premium, time-definite delivery options

Approach: A direct mailer targeted at front office staff. Think secretaries and administrators.

Results: Getting a 14.8% registration rate from a total of 90,000 mail outs.

When we think of a traditional Asian breakfast, soft boiled eggs and kaya toast comes to mind.

Eggs are the quintessential breakfast food globally.

This was the creative concept that the UPS campaign hinged upon, as it was most universally relevant as an icon for the first meal of the time - the time which UPS aims to deliver its shipments when customers sign up for the Worldwide Express Plus programme.

Other than the above breakfast belt at 8am, there are two other time delivery belts under different names like Worldwide Express (at an average of 10.30am) and Worldwide Express Server (end-of-day) that was part of the campaign. together with its online weblink that also gave it a chace to promote its rewards website that promoted its rewards programme to consumers. By extending the creativity slightly, the DM was made more intriguing, engaging and exciting along with its execution in other media channels other than traditional DM.

Eventually the results were tabulated to reveal that 14.8% of the total of 60,000 sent out were interested and registered to participate in the promotion. By the end of the promotion 53% of the total number of mailers had reached the first redemption tier of the promotion.

The client was pleased with the campaign as it was clean, direct and very effective. Interactive and fun, coupled with perforated pop-up elements highlighting the key campaign messages, it was also significantly different from its previous campaigns.