Standing out from the crowd isn’t easy. Even when you hit upon a new way of doing things, you can’t rest on your laurels – you need to keep innovating to keep things fresh.
Something we’ve had a lot of experience in is helping personalise a campaign for clients, and earlier this year, we were involved in a very high-quality – and high-profile – piece of work for Royal Mail.
As part of its MailMen campaign, we produced a high-quality presentation box containing a 7” screen playing five videos, and a drawer that held a personalised letter, a personalised response card, and a brochure.
The essence of the campaign, and the creative direction we took, was to use cutting-edge techniques to communicate the value of a brand and a service that is steeped in history and tradition.
Because of the extremely high-profile nature of some of the recipients of the collateral – they were CEOs, heads of marketing, and heads of brand for some of the biggest businesses in the UK and beyond – the quality and production values of our finished work had to be of the highest nature too.
For example, the box containing the videos and other collateral was bespoke, and made here in the UK. Even the address labels were individually hand-written.
The MailMen campaign was endorsed by five influential industry leaders: Robert Senior, Worldwide CEO, Saatchi & Saatchi Fallon Group; Karen Blackett OBE, CEO MediaCom; Nik Roope, Founder, Poke; Elspeth Lynn, Executive Creative Director, M&C Saatchi and David Robinson, Sales and Marketing Director, The Sun.
It combined digital, print and direct mail, and promoted Royal Mail MarketReach’s in-depth The Private Life of Mail programme, which looked into the role of mail in people’s homes, hearts and heads, plus the impact this has on advertisers’ ROI.
It won’t surprise you that we were thrilled and delighted with the work we did, and we’d love an opportunity to show you what we might be able to do for you.