Direct mail case study: Bossini ups its image

With many companies sending out digital press kits these days, Bossini added a new spin on the conventional media kit, in line with the unveiling of its new Image Store at Suntec City. The brand customised a unique press kit to capture the attention of the media and depict a visual story highlighting key elements offered at its latest store.

Unlike the traditional press kit folders, it was made of kraft material topped with a synthetic grass finishing on its cover. The design was inspired by the concept of “nature” – predominant within the interior design of the new Image Store, evident in unique touches such as the feature of different species of synthetic grass on key pillars and walls to provide a relaxing and fresh shopping environment.

Besides information on the new store, each press kit also contained a stylish and eco-friendly wooden flash drive engraved with Bossini’s logo to reinforce the nature theme. Furthermore, the press kit was delivered in a canvas tote bag specially designed by Bossini to celebrate the new Image Store opening. In line with the green concept, the canvas tote bag was adorned with tropical leaf features.

As part of the new store opening campaign, Bossini also organised a private preview event for its VIP members where shoppers were given priority to purchase new collections and enjoy attractive in-store exclusive promotions.

To further raise awareness of its latest Image Store opening, Bossini also engaged in advertising via print media as well as bus façade advertising, plying the routes along Orchard Road and the downtown belt around Suntec City.

  • Objectives

To capture the attention of the media and highlight the unique nature concept of Bossini’s new Image Store at Suntec City and garner press coverage.

  • Target audience

The press kit was targeted at print and online media in Singapore, as well as Bossini’s corporate partners.

  • Result

A total of 190 VIP guests attended Bossini’s VIP event on 10 July 2015.

The writer is Jasmine Chua, marketing executive of Bossini Singapore.

The Direct Mail Case Study is brought to you by Marketing Magazine in association with DMrocket.