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Successful direct mail campaigns from INCITE Vol.2 | Canada Post

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INCITE is a quarterly publication showcasing innovative direct mail campaigns that have delivered real results. These success stories will show you how marketers are using direct mail to capture attention, create personal connections and enhance digital and mass campaigns.

Visit our blog to view other creative and successful marketing campaigns: http://www.canadapost.ca/directmailworks

Published in: Marketing, Business

Successful direct mail campaigns from INCITE Vol.2 | Canada Post

  1. 1. XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DCMarch/24/2014 311:14 AM Canada Post 18.25 x 12.625 IN 17413-14_INCITE_Book_Cover_EN_CSR3 CMYK English_Cover Additional info: ID6Cover - Back CS ROUND INCITEV1.02 Visionary Marketing Solutions From Around the World INCITE V1.02
  2. 2. i XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND i What makes a marketing campaign truly revolutionary? It doesn’t need to solve a problem that no one has faced before. In fact, breakthrough campaigns ultimately address the same fundamental challenges that every company faces. How do you get attention? How do you know what messages are working? How do you make meaningful connections within a set advertising budget? In this issue of Incite, advertising guru Patrick Collister* takes us through ten elements that make direct mail such a powerful medium in overcoming these challenges. Then, he illustrates these elements beautifully with a selection of 20 inspiring marketing campaigns from around the globe. For example, EMI demonstrates on pages 5-6 how direct mail goes well with digital by harnessing the power of social media. Their unique mailing to a hand-picked selection of influential bloggers ultimately pushed Gorillaz’s album Plastic Beach to the top of the charts within a week of launch. Or consider an example from Canadian soil that put the “touch” in football. On pages 9-10, you’ll see how Cossette Vancouver used a game-changing turf postcard to break new ground for Telus, leading to 150% more sales than a traditional postcard. You’ll see how direct mail offers a unique ability to demonstrate and dramatize benefits in a way that is incomparably personal and interactive. And how putting a message in the hands of your customer can connect like no other medium. Break THROUGH *Views expressed by Patrick Collister are his own and do not reflect those of Canada Post and of Canada Post employees.
  3. 3. ii iii XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND 1. Testing The great thing about direct mail (DM) is that it allows you to compare and contrast your messages cheaply and methodically so you can work out what your customers are most likely to respond to. It could be the power of the creative idea, the nature of the offer or your pricing strategy – each of these could be tempting or repelling them. And DM allows you to find out which way things will go by allowing you to address different groups with different messages. Measuring the responses helps you engineer more effective campaigns in the future, better planned to deliver better returns. Or, ka-chinggg! 2. Data The great thing about DM is that it allows your customers to volunteer information about themselves, which in turn allows you to talk to them about what really interests them. The mail that one person throws in the trash another takes with them to read in bed. It all depends on relevance. When I threw away a mailing from an outdoors-apparel company addressed to my wife, she was genuinely annoyed because she has a real relationship with Country Casuals: “That’s MY stuff. Leave it alone.” 3. The bottom line The great thing about DM is that it shifts goods. It gets people to buy stuff. Its heritage is the most effective transactional medium of them all. The mail order business turned shopkeepers like Timothy Eaton into millionaires, his catalogue once reaching even the most remote parts of Canada. But DM can also help build relationships by NOT selling stuff. Edward Zuckerberg is a dentist in Dobbs Ferry, New York. Though, as Mark’s dad he calls himself “the father of Facebook,” he welcomes every newcomer to the little town not with an email, not with a poke, but with a letter. Like it. 4. It’s personal The great thing about DM is that it’s personal. I don’t just mean that you can address people by name on the envelope, in the letter and on every page of the catalogue or the brochure you send them, but you can talk to them about their very specific interests. In 2012, The New York Times reported that by the time he was halfway through his election campaign, President Obama had spent $46M on mail versus $36M online. Mail allowed him to talk to individual people about the issues they personally felt strongly about: abortion, Afghanistan, energy, healthcare, immigration, Iran, taxation. And who’s in the White House today? Not Mitt Romney. 5. Right time, right place, right message The great thing about DM is that it can reach people at the moments that matter most to them. When they have just bought a house, just got married, just got a new car. When the insurance is up for renewal. When it’s their birthday. Best of all, it’s the medium that gives people the freedom to respond when they want to. When it suits them. For me, it’s Saturday morning. That’s when I try to get life under control. When I go through the mail, pay the bills, contemplate both my duties and my desires. It’s when I’m open to an offer from a wine merchant. And can wander through to the kitchen with the deal from the travel agent in my hand. Fancy the Maldives? 6. It goes well with digital The great thing about DM is that it works brilliantly in tandem with digital. (On pages 15-16 you can see how a recent Canada Post mailing demonstrated the truth of this, driving over 1,000 advertising professionals online to “play ball” with them.) Research has shown that many people prefer to get the information about the products and services they need from DM, even if they pay for them online. Google is a big user of DM, especially in B2B communications. Doesn’t that tell you something? 7. Letter or postcard? The great thing about DM is that you can be as brief as you want to be. Or as long-winded. Maybe you just want to startle your customers into giving you a call (as in the Lowe Roche postcard for Pfaff Porsche on pages 13-14) or maybe you want to describe the attention to detail that goes into every Silver Wraith, in which case you write a seven-page letter (as Partners Andrews did for Rolls-Royce – DM not shown in this book). You can talk about the broad brush strokes. Or explore the detail. You can show a single item, or you can show off an entire range. The constraints of space and time which characterize press and TV advertising do not apply. You are FREEEEEEE! 8. You’ve got them by the eyeballs The great thing about DM is that when someone opens a piece, they look at it. Even if it is just for a moment, you have their undivided attention. It’s called HAP. High-attention processing. They are fully engaged in that moment. And if your mailing is relevant and/or creatively intriguing, you can keep them for a heck of a lot longer than 30 seconds. 9. It’s touchy-feely The great thing about DM is that you handle it. You touch it, you turn it over in your hands. Its physicality makes a lasting impression in the left parietal and the posterior cingulate of the brain, since you ask. Not to mention the right retrosplenial cortex. Millward Brown in the UK sponsored some interesting research at Bangor University using brain scans to show that mail can work better than digital simply because it is concrete. Real rather than virtual. 10. It’s cost-effective The great thing about DM is this: you can reach every address in the country with a mail item and it will cost you less to reach them than any other way. Producing mail usually costs mere pennies per item but there are instances when you may choose to spend heavily to impress your target audience. For instance, one famous museum mailed out 100 boxes to a list of very wealthy potential donors. Each box opened out into a model of the new wing they were hoping to build. They got just two responses. One sending $25,000, which just about covered the cost of the mailing. One for $25M, which just about covered the new extension. The point being, direct mail is almost always cost-effective. Ten great things about Patrick Collister Editor of Directory magazine direct mail Personalization isn’t just identifying your customers by name. Pfaff identified them by their homes. Householders in certain parts of Toronto received a postcard with a new Porsche parked in their own driveways. EMI mailed just 20 bloggers and reached millions of music fans – projecting the Gorillaz new album to #1 in the charts and gold album status in four weeks. When customers left O2 for another telephone network, they got a “Sorry” card. If you could measure goodwill, this would have scored highly.
  4. 4. iv v XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Australia Commonwealth Bank of Australia 1 Secure Sentinel 3 EMI5 Belgium Scottex7 Canada TELUS Communications 9 Leo Burnett, Toronto 11 Pfaff Auto, Toronto 13 Canada Post 15 Unilever17 Germany Volkswagen19 DZ BANK AG 21 Stiftung LebensBlicke 23 India Birla Sun Life Insurance 25 Ireland Calor Gas 27 New Zealand CAANZ29 South Africa UNICEF31 Sweden Gothenburg Homeless Aid 33 Switzerland Marionnaud Switzerland 35 United Kingdom O237 United States Fruit of the Loom 39
  5. 5. 1 2 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency BMF Sydney Client Commonwealth Bank of Australia Product Personal Overdrafts Title Unexpected Bill Country Australia Background At Commonwealth Bank, customers complained most about overdraft fees – a sensitive issue for two reasons. Firstly, most customers believed the fees should be waived entirely. Secondly, many people saw having an overdraft as a sign of weakness that they could not manage their finances properly. Despite these problems, the task was to get 3,300 customers to take up the offer of an overdraft. Idea Most banks positioned a personal overdraft as a safety net, something you needed when you weren’t managing your money properly. By contrast, Commonwealth Bank wanted to focus on the unexpected emergencies that can, and do, pop up in everyday life. With tongue in-cheek, the spoof bank statement they mailed out brought to life the surprising curveballs that life can throw while demonstrating that a personal overdraft was the perfect solution for avoiding any further overdraft fees, thus tackling CBA customers’ number one complaint, head on. Results In showing empathy with the everyday issues their customers faced, the mailing worked exceptionally well, delivering a response rate of 5.28%. That was an increase of 176% on the target and 5,808 personal overdraft accounts being opened. Insights One large bank in Belgium recently commented on the optimum envelope for direct marketing. “Research indicates that the simple white envelope works best for all our DM.” Relentlessly, they have mailed their customers anything and everything in simple white envelopes ever since. Now here’s a mailing, which acknowledges the truth that, actually, plain white envelopes almost always bring unwelcome news. However, with a typically Australian twist, this particular plain white envelope manages to be both ironic and relevant. The copy (“Oh no. White envelope. Looks like a bill... can we pretend this never happened?”) sets up the idea but without giving it away. The bank statement inside was a witty reminder of the hazards of everyday life. Further proof that charm and humour work. Creative team Executive Creative Director Dylan Taylor Creative Director Brad Waggoner Copywriter Lucas Dorrell Art Director Michael Madgett Production Jan Cuthbert OTHER Planner Thomasine Burnap Account Manager Sophie Paton Account Director Gabrielle Pritchard
  6. 6. Agency DDB Group Melbourne Client Secure Sentinel Product Replacement Service for Travellers Title The Recently Robbed Tourist’s Guide Country Australia Background Secure Sentinel is an emergency service that protects overseas travellers’ belongings. If their cards, passport, luggage and phone are lost or stolen, all members need to do is make a simple phone call. Secure Sentinel will then take care of replacing the items quickly, allowing unlucky travellers to get on with their holidays. Idea Travelling overseas is all about enjoying exotic destinations: seeing the sights. But if your credit cards, passport, luggage and phone were to be stolen, it’d be a very different trip. To highlight the dire straits travellers could find themselves in without Secure Sentinel, credit card owners were sent a travel map with a difference: The Recently Robbed Tourist’s Guide. Instead of fabulous sights to see and swank hotels to check in to, the map pointed them towards public fountains to bathe in, park benches to sleep on, laundromats where they could “borrow” clothes from, etc. Results Results unavailable. Insights There appear to be few, if any, studies linking humour with effectiveness in advertising. In her autobiography, Mary Wells claims that the brilliantly funny DDB commercials for Alka-Seltzer did not work, which is why she won the business at Wells Rich Greene. In fact, online researches reveal a nest of planners all agreeing furiously that funny interferes with the message and detracts from effectiveness. Yet here’s a funny idea. The copy has been written with a light touch. It is a brand trying to be pleasant rather than prodding us on the chest with its finger telling us, “When you get robbed, you’ll be in big trouble… “ In our daily lives we prefer pleasantness to being shouted at. Why should it be any different in direct marketing? Creative team Executive Creative Director Grant Rutherford Creative Directors Ruben Cirugeda Glen Dickson Production Designer Nick Ogilvy Retoucher Glenn Pyke Other Account Director Eliza Pritchard Account Manager Jade Withnall 3 4
  7. 7. 5 6 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency MC Saatchi/Mark Sydney Client EMI Product Gorillaz – Plastic Beach Title Plastic Flowerz Country Australia Background In 2010, Plastic Beach was the third album from Gorillaz, the band by Damon Albarn. What inspired it was the story of a huge floating island out in the middle of the South Pacific composed entirely of discarded plastic. The challenge was to make an ageing band still appear cool on a budget of a paltry $3,000. The campaign objectives were: 1. Achieve 35,000 album sales. 2. Debut at #1 on the Australian charts. 3. Achieve Gold album status. Idea Music lovers are avid followers of music blogs. They have an enormous influence over what’s considered cool and, ultimately, what people actually buy. The agency wanted to get these key influencers excited about the new album and, more importantly, to share their passion with their audiences. Artist Jane Gillings was commissioned to create a unique set of plastic flowers, each made from bits and pieces of discarded household plastic. One week before the album launch the flowers were sent to 20 key music bloggers along with a wealth of unique content on a USB stick to excite them, as well as the album, of course. They also received a handwritten note from band member Murdoc, demanding that these influencers “go and tell [their] bloggy minions.” Results There was a 70% response rate from bloggers resulting in 8,000 social media impressions in the first week. Plastic Beach got to #1 in the Australian charts within a week of launch, the first country in which it did so. There were 35,675 sales of the album on disc and 7,188 digital sales. It achieved Gold album status as per objectives. Insights Here’s another worthy Gold winner at the 2010 Caples Awards and an interesting little case study in the relationship between direct mail and digital. First of all there’s a neat targeting strategy here. Rather than try and reach ALL music lovers with news about the new album, reaching just a small group of key influencers makes perfect sense. But how interesting that while EMI wanted buzz about the album to be scattered across social media, to entice the bloggers into blogging about it they needed good old-fashioned mail media to start with. The plastic flower each blogger received is a work of art, a keepsake. And it is this physicality of mail no other medium can really match. Opening this package would have been an engrossing experience as the recipient moved from the flower to the note from Murdoc all the way through to the 45 minutes of music on the memory stick. What’s that, then? An hour of engagement? Works for us! Creative team Executive Creative Director Gavin McLeod Creative Director Hamish Stewart Art Director Tommy Chehak Copywriter Gavin Chimes Production Artist Jane Gillings, who created Plastic Flowerz OTHER Account Director Sam McLeod Gorillaz were about to launch Plastic Beach in Australia. 20 unique plastic flowers were made and mailed to the 20 most influential music bloggers in Australia. As well as the flower, they got a whole load of other stuff too.There was unique background material on a USB stick, plus a handwritten note from Murdoc and the album. 70% of the bloggers who received the mailing responded. The album went to #1 in Australia.
  8. 8. 7 8 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency Duval Guillaume, Antwerp Client Scottex Product Kitchen Towels Title The Strength of Scottex Country Belgium Background Scottex wanted to reach out to the restaurant and hotel industry in Belgium to remind them of the many uses for the product in busy kitchens. Idea To demonstrate that Scottex was not as flimsy as its competitors, a DM piece was created from actual sheets of Scottex paper towels. The mailing was sent to restaurants in Belgium untreated and without an envelope from New York and Tokyo. Results A big hand for the postal administrations involved! 98% of the mailings arrived in a perfect condition and were considered by the recipients to be both original and convincing. Even the series posted from Ushuaia, the most southern city in the world down in Tierra del Fuego, made it all the way back intact. Insights One of the most convincing examples of DM ever, using the product itself to demonstrate its virtues. Of course, this was not a mass mailing to over 100,000 addresses but to just 1,000. Yet the effect it has had in terms of brand communication has been massively disproportionate in relation to the amount of money invested in the idea. Direct mail has always been a transactional tool, the means by which to sign up new customers and get them to open up their wallets, but it is also a brilliant brand-building medium when used imaginatively. Creative team Executive Creative Directors Geoffrey Hantson Dirk Domen Art Directors Caresten Van Berkel Stefan Leendertse Copywriter Renier Mostert Other Account Director Patrick Clymans Philippe de Cleen Client Quentin Meurisse
  9. 9. 9 10 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency Cossette Vancouver Client TELUS Communications Product NFL Sunday Ticket Package Title Turf War Country Canada Background NFL Sunday Ticket was a subscription-based television channel service offered to TELUS Optik TV subscribers. It gave football fans access to every Sunday game in the NFL season. The brief was to develop a high-impact piece to a segmented group of subscribers who were avid sports fans. These fans were passionate, loyal and devoted to the game, but historically unmotivated by traditional direct marketing. Idea Because NFL Sunday Ticket was the next best thing to being at the actual game, a three-dimensional postcard was mailed. This purported to be a piece of actual football field and was stencilled with a message designed to resonate with its target audience: The Greatest Show on Turf. Results The turf postcard was tested against a traditional 4x6 regular postcard. Results showed the turf postcard cut through the clutter and led to 150% more sales than the non-turf option. Insights There are two stories in this mailing. The first is how Cossette used data to be able to identify and then directly target sports nuts. The second is how with a little bit more thought and a little bit more money spent on the mailing itself, TELUS achieved terrific results. True, “150% more sales than the non-turf version” is vague, but there is no doubt this idea generated real money returns. It is an example of everyone doing everything right – from data analyst to planner to creative team to client. It won’t win awards, but so what? It won a bunch of new subscribers. Creative team Creative Director Antoine Becotte Associate Creative Director Garnet McElree Art Director Craig Lam Copywriters Kyle Darbyson Matt Mitchell Production 
 Director of Production April Haffenden Production Manager Aishaa Abdulla Other 
 Account Leads Kelly Lewis Lindsay Lussin
  10. 10. 11 12 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency Leo Burnett, Toronto Client Leo Burnett, Toronto Product Leo Burnett, Toronto Title The One Card Country Canada Background Like a lot of agencies, Leo Burnett, Toronto had its own standard greeting card, used to congratulate fellow office workers, suppliers and even clients. The old design had run out, and it was time for a new one: a card people could use for all occasions from Happy Birthday to Great Job. It needed to be a design people actually wanted to use to send messages to co-workers and other agency associates. Idea The final design came from the insight that all occasions tie back to numbers. Congratulations on your 2nd child. Well done on your 5 Golds. The 31st is your birthday. By allowing people to pop out the special number that tied to the purpose of the card, it could be customized to the occasion. People might receive the same card on multiple occasions but it would be different each time. A special number font was designed that would feel joyful yet would punch out easily. Special envelopes were designed as well. Results The card was a welcome addition to the office. It improved culture and encouraged people to mark special occasions. Insights Leo Burnett, Toronto is one of the world’s most creative agencies with admired TV, press, radio and digital work for clients including James Ready, PG Bounty, PG Cheer, Raising the Roof, etc. Intriguingly, when it came to sending messages which are personal and important, they turned to mail. That’s the thing about this very special medium: whether it’s colleague to colleague in the building, or marketer to customer across the country, it is always one to one. And because of it, almost always opened, read and noted. Creative team Chief Creative Officer Judy John Creative Directors Judy John Lisa Greenberg Copywriter Steve Persico Designer/Illustrator/Typographer Chris Duchaine Production Producer Kim Burchiel Printing Somerset Graphics
  11. 11. XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND 13 14 Agency Lowe Roche, Toronto Client Pfaff Auto, Toronto Product Porsche Title Instant Direct Mail Country Canada Background Pfaff Auto Toronto is the largest Porsche dealership in Canada. They wanted to approach their target audience personally, bringing them a level of service and attention that they’d both appreciate and expect. Instead of asking them to come to the dealership to experience their extraordinary cars, they decided to bring the experience directly to them. Idea Instead of a generic flyer dropped in random mailboxes, a direct mail piece was created which was both personal and unique. With a camera, laptop, printer and a Porsche Carrera 911S, the agency targeted the driveways of houses in upscale neighbourhoods. They parked the car in each driveway and took a photo to create a one-of-a-kind postcard, right on the spot. The postcard drove traffic to MakeThatPorscheMine.com, where their prospective client could then arrange their personal test drive. How personal? In keeping with their message, Pfaff would bring a Porsche model of the client’s choice right to their home. Results Of the targeted homes, 32% responded by visiting the Porsche website where they could book a test drive. Insights Personalization is more than just showing you know your target’s name. It’s about showing you know how they live and where they live. That’s what makes this piece so beguiling. Every mail item was not just unique, it was relevant. The explicit message is, doesn’t a new Porsche look good in your driveway? And the implicit message is, make your neighbours sick with envy. It is not known how much the campaign cost, nor how many cars were sold but even if only one $100,000 Porsche was purchased as a result, the ROI would be handsome. Creative team Creative Directors Dave Douglass Pete Breton Art Director JP Gravina Copywriter Simon Craig Production Producer Beth Mackinnon Production House Motion Pantry Director/Cameraman/Editor Dean Vargas Other Account Services Dave Carey
  12. 12. 15 16 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk Additional info: Indd CS ROUND EnglishOPTION WITH VIDEO PLAYER SCREEN Agency McMillan Agency Client Canada Post Product Direct Mail Solutions Title BounceMe Country Canada Background Canada Post was experiencing a decline in direct mail use and wanted to promote DM as a valuable marketing tactic. The problem was, within Canada’s leading advertising and marketing agencies, DM was regarded as expensive, slow, tired and un-hip. Also, despite its reputation as a solid, trustworthy Canadian brand, Canada Post was seen as bureaucratic, rule-driven and unhelpful. The challenges, then, were: 1. To inspire Canadian advertising agencies to recommend DM as part of integrated communications strategies for clients. 2. To re-position Canada Post as a solution-finding partner. Idea To launch the first phase of what was designed as a three-phase campaign, key influencers in Canada’s top agencies were mailed a ball in a tube, which carried a URL. Curiosity aroused, if they followed the link, it took them to a site where they were invited to make a video with and about their ball. The most creative video, as voted for by visitors to the site, would win $1,000 to the video-maker’s charity of choice. For those who didn’t immediately go to bounceme.ca, a follow-up mailing reminded them of the ball and drove them to the website with copy that read: Are there prizes? Are there bragging rights? Is there a charity aspect? Of course. The whole point of the mailing was to demonstrate that even cynical advertising professionals could be engaged by DM if it gave them something to do that was easy, fun and shareable. Did it work? Results The mailing was sent to 1,053 people. Within two days, 877 had gone online to see what it was all about, an 83% response rate. The follow-up went to 650 people helping to bring 359 visitors to the website, spending an average of just under 4 minutes there. 22 stories were posted and shared 223 times. 1,576 votes were cast and Karl Ball, Marjorie Ennis and Kevin McCarthy of Cowie and Fox, the Agency of Change won $1,000 for charity. Insights Sixty years ago, the creative stars in adland were the direct mail specialists. If John Caples was a celebrity, David Ogilvy, who always said direct marketing was his first love, was even more so. But then DM became unfashionable. In the hot new agencies, hot young talent wanted to write for TV, and, more recently, to create campaigns in the digital space. Clients, however, still want results, just as they did back in the day. And DM delivers the goods. So here is Canada Post demonstrating exactly how direct mail was and still is the original interactive medium. In this instance, just think of all the things it got people to do. It got them to open a package. To play with a ball, to bounce it, throw it, share it. Then it got them clicking. And it got some to make their own videos. And it got them to start getting their friends involved in social media so some more clicking happened, this time to vote. Just think about it. A TV commercial engages for 30 seconds. The average dwell-time at bounceme.ca was seven times as long. And if you were one of the video-makers, five hundred times as long. Creative team Creative Director/Writer John Collins Art Director Alain Brunet Designer Sarah Martineau Editor Casey Tourangeau Production 
 Printer Lowe-Martin, Ottawa Other 
 Canada Post Director of Marketing Donna Reid Canada Post Manager of Marketing Angie Kwong
  13. 13. 17 18 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency Rapp Collins Canada Client Unilever Product Knorr Frozen Meals Title Frozen Doesn’t Have to Be a Bad Word Country Canada Background In Canada, Knorr was known more for its soups and sauces than for its range of frozen meals. The task, however, was not simply to raise awareness and prompt trial, it was to change perceptions of frozen food. Knorr was certain that once people tried their frozen dinners, they would understand that taste does not need to be sacrificed for convenience. Idea A campaign was created that promised recipients that Knorr frozen dinners were “unlike any f****n dinner you’ve ever tried.” The simple self-mailer featured an appetizing shot of a Knorr dinner with instructions to the recipient to put the mailer into their freezer. Thermochromic ink was activated by the cold to reveal the message: FROZEN meals can be this delicious. Inside the mailer, wherever the word frozen appeared, it was blacked out to underscore the idea that “frozen doesn’t have to be a bad word.” A coupon offered money off as an incentive to try the product. Data analysis identified people with an interest in the category and the higher incomes to afford the product. Results Average response was 10.2% and directly drove almost 17,000 purchases. The highest tier cell generated a response rate of 50.5%. The campaign was so successful that half the mailing was held back to allow stores to manage the demand. Insights As well as being mailed to 12,000 homes, this campaign also provided 450,000 inserts to Homebasics magazine. It is proof that DM works as well for fast-moving consumer goods brands. It got people in their kitchens considering a new and easy way of feeding the family. While few people would actually have put the mailer in their freezer, it did get them to think about it. As a way of encouraging trial, DM can be both cheap and effective. The only question is, why don’t more marketers use it? It must be oversight. Or forgetfulness. Creative team Creative Director Shelley Sutherland Art Director Italo Siciliano Copywriter Carmen Toth Production Lisa Reid Other Account Director Diana Meta
  14. 14. 19 20 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency DDB Berlin Client Volkswagen Product Volkswagen SatNav Systems Title The Navigation Letter Country Germany Background About 300,000 letters were mailed from VW’s headquarters in Wolfsburg each week. Every envelope offered an opportunity to talk to recipients about VW’s satellite navigation systems. Idea Custom-made software was installed which recognized whenever an envelope was about to be printed. It identified the address in MS Word and connected through to Google Maps. The route the letter would have to take by road from Wolfsburg to its destination was mapped and then turned into a line. It was scaled and rotated to fit the envelope’s shape and automatically printed. Results The click-through to www.volkswagen.de/navigation increased by 12%. Insights The envelope is often overlooked as an advertising platform in its own right. It is a mini-poster, if you like. In DM, we have learned that the outer and the inner need to be connected. You want the envelope to be inviting enough or intriguing enough to get the recipient to open it. But when you are simply mailing out bills and statements, what then? This brilliant idea is a reminder that every letter is a moment of connection between the brand and a customer. In many ways it is free media. Why not use it, as Volkswagen has done here? Creative team Creative Directors Birgit ven den Valenty Tim Stübane Art Directors Ali Alexander Wulf Rechtacek Copywriter Anke Roell Other Account Director Silke Lagodny Software scans the address and connects to Google Maps to calculate the route from Wolfsburg to recipient The route is rotated and scaled to fit the layout of the envelope Every envelope had a personalized route printed on it
  15. 15. 21 22 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency serviceplan Client DZ BANK AG Product Akzent Invest Certificates Title The Percentage Mailing Country Germany Background Akzent Invest wanted to reach out to managers and directors of investment funds to let them know about the quality of their investment products. Idea The percentage mailing consisted of three different wines, where the alcohol by volume (ABV) was equal to the highest potential profit of the investment product. The bottles were labelled using typical wine terminology to describe the product as well as the character of the wine itself. Results First indications were of a very successful campaign with a number of meetings being scheduled between the bank and Akzent Invest as a direct result of the mailing. Insights If you’re talking to moneyed people about money, you can’t be a cheapskate. This idea is very clever, if the ABV of the wines really does match the percentage of returns investors could expect from Akzent. Mind you, the Cap auf Merck KGAa at 16.25% seems a lot more potent than the Basket Klassik Garant at 5.49%. But then sending the top people in top banks a couple of cans of lager of 5.5% ABV wouldn’t have had the same effect. The lesson here: speak to your target audience as they would be spoken to. Creative team Chief Creative Officer Alexander Schill Executive Creative Directors Christoph Everke Alexander Nagel Copywriters Katharina Keith Melanie Madaus Art Directors Matthaeus Frost Dimitrios Arampatzioglou OTHER Account Supervisor Marc Mader
  16. 16. 23 24 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency YR Frankfurt Client Stiftung LebensBlicke Product Charity Title Colon Cancer Mailing Country Germany Background As a curtain-raiser for Colon Cancer Month, a national awareness initiative, Stiftung LebensBlicke, a foundation for the prevention of colon cancer, wanted to alert people to the silent danger posed by this insidious disease. Idea To dramatize the way a tumour can grow unnoticed, the mailing was designed to unfold from a tiny folded piece of paper into a much larger piece. As it unfolded, so the messages stimulated curiosity until the final reveal that colon cancer can grow within people in much the same way. Mailed out to opinion formers and to medical experts, the envelope itself was much smaller than usual – the minimum allowed by the German postal authorities – to pique interest. Results During the campaign period, the mailing stimulated an increase in the clickrate to the LebensBlicke website of more than 20%. Subsequently, an increase in donations was also registered. Insights Confucius said: “Tell me and I will forget. Show me and I’ll remember. Involve me and I will understand.” Because this is involving, getting the readers to unravel a mystery as they unfold the letter, the shock of discovering what it is all about must surely have registered more strongly in their mind than any press or online advertising could ever have done. That’s the power of direct mail when done well. Its effect is deeper and longer-lasting. Creative team Creative Director Christian Daul Art Director Claudia Frank Copywriter Andres Osselmann Production Production Manager Martina Wiegand Agency Producer Marion Lakatos In the beginning it’s small You celebrate your birthday and it’s still growing And now you can feel it, it’s too lateWhile you’re at work, it’s growing
  17. 17. 25 26 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency DDB Mudra Group Client Birla Sun Life Insurance Product Life Insurance Retirement Solutions Title The Last Telegram Country India Background On July 14, 2013, the 163-year-old telegram service in India was closed down. Dating back to 1850, the service had first been offered to the public in 1854. However, it had ceased to be meaningful in a world of instant messaging by SMS, BBM and telephone calls. Idea The agency was quick to see that there was an opportunity for Birla Sun Life Insurance in the story of the telegram being retired. 5,000 people who had previously shown interest in Birla Sun Life’s retirement plans, but who had forgotten to do anything about it, were identified. On July 14, the last day the telegram service was in operation, a team of 15 people went to the Telegram Office in Mumbai and from 9 a.m. to 10:30 p.m. wrote and dispatched individual telegrams to those 5,000 prospective customers. The message read: “The Telegram retires today. With no plans for the future. Do you have a plan for your future? Retirement Solutions from Birla Sun Life Insurance.” Results 5,000 telegrams were delivered and the message struck a chord with many of its recipients who took to Facebook and Twitter to talk about this reminder of the past about the future. @goodbyetelegram became a trending topic with over 2,500 tweets and 60% retweets. Media including Times of India, Indian Express, Rediff News, etc., took up the story, generating around 1.6 million impressions in a week. 21.6% of those who received a telegram contacted Birla Sun Life, and 17.7% converted into customers. Insights When you are aware of the news you can make the news. This would not have worked as well as it did if the message had been merely topical. The fact that it was also entirely relevant was what made it memorable. Relevant, branded, memorable – irrespective of your media choice, that’s what you want your idea to be. It is amazing how seldom advertising meets those three requirements. Full marks then to DDB Mudra Group for being aware of the demise of the telegram and for making the connection with their client. Creative team Creative Aneil Deepak Sandeep Mishra Gaurav Kamath Copywriters Venkatgiri Rao Sonia Arora Pratap Bose Other Business Head Nitin Rastogi Client Servicing Jesal Parikh
  18. 18. 27 28 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency Cawley Nea/TBWA Client Calor Gas Product Calor Gas-powered Forklift Truck Title Magic Dumbbell Country Ireland Background Using a Calor gas-powered forklift truck had many benefits over using conventional diesel or electric models. They were more reliable, powerful and there was less downtime. The problem was that while factory managers needed to know this, they were not interested in meeting sales reps to learn otherwise. They were also notoriously disinterested in marketing collateral. The objective, then, was simply to get a first meeting with these guys. Idea To demonstrate in a playful way the benefit of using Calor-powered trucks, warehouse managers were sent a very heavy box with a gym dumbbell inside. However, when they lifted out the dumbbell, it turned out to be as light as a feather. The weight was concealed in the lining of the box. Enclosed was a simple brochure outlining the key benefits of the product and a note to say a rep would be in touch later that day to set up a meeting. Results When the sales people called after the mailing, not a single meeting was refused. Insights This idea works so well because the creative treatment is a reversal of the expected. All of the cues are there to set the mind up to believe the dumbbell is heavy. But when it turns out it isn’t, the surprise doesn’t just make sense of Calor Gas’ message, Make lighter work of the heavy lifting, it burns it into memory. This would not have come cheap. But then, forklift trucks don’t come cheap either. If this mailing led to more than three or four being sold, the ROI generated would have been seriously impressive. Creative team Executive Creative Director Stephen Anderson Creatives Martin Cowman Dylan Roche Design Martin Cowman Jerry O’Dwyer Copywriter Alan Byrne Production 
 Dylan Roche
  19. 19. 29 30 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency WhybinTBWA Auckland Client CAANZ Product Effie Awards Title Results Don’t Lie Country New Zealand Background The Effie Awards wanted more agencies than ever before to enter the 2013 awards. Idea The advertising industry in New Zealand (as everywhere in the world) had an amazing ability to stretch the truth when entering work into creative award shows. The Effie Awards, however, were different. Only work that achieved real business results for real clients won the prizes. So, to encourage agencies to enter the 2013 Effie Awards, the country’s top executive creative directors and CEOs were interviewed about their most successful campaigns from the previous year. A police-trained polygraph examiner performed the interviews, and lie-detector printouts were made and mailed to strategy directors and planners in agencies, encouraging them to enter the “truthful” awards. Results Not only were more campaigns entered than ever before, but they came from more agencies. Insights The mailing was part of an integrated campaign that tied together DM, an event and a website, where there was more information including how to submit the work. Beautifully executed – the brown, police-department feel to the design of the mailing – the idea was based on the insight that at least half of all creative awards are thought to be scams. Effectiveness awards, by contrast, simply cannot be faked. Playing on the rivalry between planners and creatives in many agencies, the polygraph printouts, showing the terrible distortions of the truth, were mailed to planners, who would have loved the message that only their awards, the Effies, were legitimate. The fact that they would have read about the event in the trade press before they received their personalized packs would have made the mailing even more compelling. Now all we wait to see is whether this idea wins an effectiveness award itself. Creative team Chief Creative Officer Toby Talbot Executive Creative Director Steve Kane Creative Directors Lisa Fedvszyn Jonathan McMahon Creatives Cece Chu Ryan Price Digital Director Ross Howard Senior Designer Chris Lewis Designer Frank Turner Digital Creative David Minty Digital Producer Henson Tan Digital Developer David Colquhoun Other Group Head Jodi Willocks Senior Account Manager Victoria Meo Planner Sarah Hamburger Client Paul Head, CEO, CAANZ A live event was staged at which top creative directors were given lie-detector tests. This generated content for the website as well as coverage in the trade press. The website The mailing contained the polygraph printouts, showing the terrible fibs the top creatives had told about their most recent “award-winning” work.
  20. 20. 31 32 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency YR South Africa Client UNICEF Product Rehabilitation of Child Soldiers Project Title Toy Soldiers Country South Africa Background The African continent had the world’s highest number of child soldiers, fighting in wars they didn’t believe in, for causes they didn’t understand. UNICEF had extracted many of these children from combat and wanted to reintegrate them into society. The aim of the campaign was to rally more support for this program from people known to have already given to UNICEF. Idea One thousand packs were mailed. Initially, each appeared to be a typical packet of toy soldiers, but once the packet was opened, the recipient found that the figurines were in fact children reading books, playing soccer, riding bikes and doing the activities children were supposed to do other than carry guns. In other words, doing what they would do in a normal life. Results There was an immediate rise in both volunteer applications and donations. In addition, the direct mailer created interest around the world, appearing on over 15,000 websites in over 50 countries, transcending both borders and languages. More than a simple message, it was an ongoing reminder of the realities many children in Africa faced every day. Insights This pack went to 1,000 people and reached a million or more. It’s what happens if you have a creative idea. It goes viral, in that people want to share it with each other and talk about the issues it raises. Yet many hard-nosed marketers would never have bought this idea for being too expensive to reach too few people. The numbers would suggest that an insert in a national newspaper or a low-cost mailing to a list of a couple of hundred thousand would be the more judicious approach. But that’s the thing about numbers; they never make provision for the incredible possibilities of the human imagination. Creative team Chief Creative Officer Michael Blore Executive Creative Director Liam Wielopolski Art Director Mbuso Ndlovu Copywriter Sebastian Schneider Head of Design Anita Modi Designer Bradley Stapleton Production Cubed Model Building
  21. 21. 33 34 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency GOSS, Gothenburg Client Gothenburg Homeless Aid Product Charity Title The Homeless Letter Country Sweden Background Christmas is the most important time of year for the Gothenburg Homeless Aid organization. It’s the time when people tend to give more to those less fortunate than themselves than at other times of the year. It’s also the time when the organization hopes to raise most of its funds for the year ahead. Idea If it’s hard to get people’s attention with direct mail, it’s even harder at Christmas. Simply to make the letter stand out in the avalanche of Christmas cards and commercial mailings, the agency let it spend a night out in the streets. Literally. Once the letter had experienced the same wetness and cold as the homeless of Gothenburg, it was mailed. Results In total, 22% of all recipients donated an average of just over 29 euros (approximately CAN$40), a 15% increase of recipients from the previous year’s results, donating an average of 21 euros. The campaign as a whole raised 163,000 euros (roughly CAN$240,000) – a lot for a relatively small city. Insights This idea clearly dramatizes the problem of life on the streets. Of all the letters lying on your doormat, which one are you going to look at first? In at least nine out of ten instances, it will be the bedraggled, dog-eared one for no other reason than it looks different from all the others. As John Caples noted in Tested Advertising Methods over seventy years ago, if you can’t appeal to people’s self-interest, appeal to their sense of curiosity. Once opened, the letter is beautifully understated, allowing the reader’s mind to imagine what it must be like to spend a night out in the rain and the cold. So simple, so powerful, so very successful. Creative team Copywriters Elisabeth Berlander Ulrika Good Michael Schultz Art Directors Gunnar Skarland Albin Larsson Mattias Frendberg Jan Eneroth Mimmi Andersson Graphic Designer Louise Christiansson Production Production Designers Elin Andreasson Lena Björklund Henriksson Other Account Managers Anna Troglin Monica N Persson Lena Kling Account Supervisors Johan Good Stig Lundstedt Fredrik Toreskog
  22. 22. 35 36 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency Wirz BBDO Client Marionnaud Switzerland Product Perfume Title Fragrance Pairs Country Switzerland Background Marionnaud is one of Europe’s biggest perfume retail chains. When the brand celebrated its tenth anniversary in Switzerland, in a year packed with marketing activities, the challenge was to create an initial giveaway to mobilize and motivate senior staff. Idea The celebrations were based around the confident thought of 10 years’ expertise in fragrance. Equally self-assured was the gift mailed out to the company’s own people: the world’s first memory game that uses fragrances instead of pictures. The box was filled with blank cards, which, when rubbed, released the scent of ingredients Marionnaud used to make its perfumes. Players had to rub, sniff and identify matching fragrances like rose, musk, lavender, vanilla and so on. It was an intriguing challenge, even for the professional parfumiers at Marionnaud. Results The unusual giveaway was very enthusiastically received. Within the company, it became the number one topic of conversation and encouraged staff members to solve the fragrance memory game together. It served as additional motivation for the anniversary year. Insights What is interesting about this is that it’s a mailing to the company’s own employees. Most organizations forget that their most potent brand ambassadors walk out of their front doors every evening. To maintain momentum for a whole year’s worth of marketing effort, Marionnaud needed their people to be enthusiastic. Also, if you google “Marionnaud Fragrance Pairs,” you will be directed to thousands and thousands of links. These days, no piece of communication exists in complete isolation. Everything you do can acquire a new lease on life online if it is interesting enough. Creative team Executive Creative Director Philipp Skrabal Art Director Barbara Hartmann Copywriter Marietta Mügge Production Producers Mario Müller Michael Kohli Production House Carton Idea, Zurich
  23. 23. 37 38 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency Archibald Ingall Stretton Client O2 Product Mobile Services Title Sorry Country UK Background When customers wanted to cancel their contract, O2 tried to call them personally but could not always get through. The mailing was designed as one last chance to ask departing customers to stay with O2. Idea The insight for this piece was that, once people have made up their minds to end a relationship, they were unlikely to respond to branded communications. The message, then, was designed to be as un-corporate and as personal as possible. The leaving card was mailed with a real first-class stamp on the envelope, unbranded, as was the front of the card itself. The handwritten messages on the inside were personalized with the customer’s first name and signed by real people at O2. Results Results not available. Insights The blurring of the lines between what was traditionally thought of as direct marketing and brand advertising is beautifully captured in this one piece. The principal aim could not have been to stop a significant number of customers from switching to another provider, but, in a murky market, to send out the signals that would encourage those deserters to re-enlist at a later date. It’s smart marketing as well as being a charming creative execution. Creative team Creative Partner Steve Stretton Copywriter Holly Brockwell Art Director Martin Lythgoe Typographer Paul Grainger Designers Ellis Faint Andrea Smith Production Production Manager Paul Tully Other Account Director Melanie Schouw Account Manager Emma Shuttleworth Planner Julie Borrows
  24. 24. 39 40 XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DRMarch/26/2014 R44:21 PM CPC 9” x 12.625” 17413-14_INCITE_Readers_Spread_EN_CSR4 cmyk English Additional info: Indd CS ROUND Agency Crispin Porter + Bogusky, Boulder Client Fruit of the Loom Product Underwear Title Fresh Gigs Country United States Background Fruit of the Loom® was committed to making underwear that fit perfectly. They wanted a campaign to support their microfibre women’s panties and men’s boxer shorts. Idea Fruit of the Loom launched a national brand campaign titled Start Happy. At its heart was the simple but universal truth that the underwear people put on in the morning has the power to set the tone for their entire day. As well as TV, radio and digital advertising that drove traffic to www.fruit.com, the campaign also used mail as part of a national sampling campaign. In association with LinkedIn, the Fresh Gigs program identified thousands of people starting a new job in the month of the campaign launch and invited them to take up the offer of free underwear and to share the stories of their fresh start in their new jobs. Results Within weeks of the campaign launch, Fruit of the Loom reported they were seeing double the benchmarks for standard LinkedIn InMail campaigns. The “total open” and “total post-open” click percentages were more than double LinkedIn’s average and the conversion rate was almost three times LinkedIn’s benchmark. And they had had more than 126 million earned impressions. Insights Direct mail is often overlooked as a component part of big-brand campaigns, but here is Crispin Porter + Bogusky, one of the world’s creative powerhouse agencies, showing how it can be of real value. Mail can get the product into the hands of influencers. Sometimes those influencers may be journalists, bloggers or even celebs. But here the influencers were ordinary people starting new jobs and who were able to share their experiences not just on LinkedIn but elsewhere across social media. Dropping a couple of thousands of pairs of free undies in the mail ended up being talked about by millions. And many of their stories will last for months, even years, long after the TV spots have been forgotten. Creative team Worldwide Chief Creative Officer Rob Reilly Executive Creative Director Tony Calcao Creative Directors Matt Fischvogt Dave Cook Associate Design Director Scott Pridgen Digital Associate Creative Director Stephanie Kohnen Copywriter Moon Yang Art Director James Schumacher Other VP, Group Account Director Danielle Whalen Account Director Joselyn Bickford Account Supervisor Jessica Francis Account Manager Lucas Potter Executive Business Affairs Manager Amy Jacobsen Cognitive Anthropologists Teresa Harris Carolina Tristao Allie Cole
  25. 25. USE THE POWER OF DIRECT MAIL TO GROW YOUR BUSINESS. NOW IT’S OUR TURN TO BE DIRECT. PRODUCTION NOTES S:8” S:11.625” T:9” T:12.625” B:9.25” B:12.875” CPC_14_0042P_EN_Left.indd 1 3/18/14 12:10 PM
  26. 26. Inside Front Cover Inside Back Cover PRODUCTION NOTES Issue Three Your Company Goes Here WE’RE PROUD TO HONOUR COMPANIES THAT USED THE POWER OF DIRECT MAIL TO GROW THEIR BUSINESS. Issue Two Commonwealth Bank of Australia Secure Sentinel EMI Scottex Telus Leo Burnett Pfaff Auto Unilever Volkswagen DZ Bank AG Stiftung LegensBlicke Birla Sun Life Insurance Calor Gas CAANZ UNICEF Gothenburg Homeless Aid Marionnaud Switzerland O2 Fruit of the Loom We look forward to partnering with you to produce Direct Mail that grows your business. canadapost.ca/incite S:8” S:11.625” T:9” CPC_14_0042P_EN_Right.indd 1 3/18/14 12:08 PM
  27. 27. XXXXXXXXXXXXXX XX x XX IN/PX XXXXXXXXXXXXXX XXXX XXXX XXXXXXXXXXXXXX DCMarch/24/2014 311:14 AM Canada Post 18.25 x 12.625 IN 17413-14_INCITE_Book_Cover_EN_CSR3 CMYK English_Cover Additional info: ID6Cover - Back CS ROUND INCITEV1.02 Visionary Marketing Solutions From Around the World INCITE V1.02

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