Integrated campaign uses 3D film and 3D60 audio

Royal Mail is unveiling a 3D integrated campaign, created by Proximity London, to demonstrate to advertisers and agencies the power of running combined direct mail and digital campaigns.

The work, which uses 3D anaglyph film and 3D60 audio, follows research by media group OMG that reveals adding direct mail to digital advertising increases average pay back by 62 per cent.

The creative theme of the 'Mail in the Digital Age' campaign focuses on the idea of 'two coming together' (direct mail and digital) to create a third, enhanced dimension.

This is brought to life through an integrated campaign, which includes teaser direct mail, a 3D website and a tailored follow-up mail pack.

The teaser pack contains 3D glasses, inviting recipients to 'add another dimension to the way you communicate' by visiting the personalised URL printed on the glasses.

The microsite opens with a 60-second video that can be both viewed in 3D and heard in 3D60.

This was created using anaglyph filming for the campaign website in association with Film 38, with post-production by Inition.

The microsite features a demonstration using two rhythmic gymnasts providing a visual mnemonic to dramatise the 'two coming together' message.

Viewers are reminded that they are experiencing the strengths of the combination of direct and digital media.

The script begins: 'We didn't invite you here by e-mail.

'We sent you your 3D glasses as direct mail to show you something new.

'Digital campaigns along with direct mail pay back 62 per cent more than digital campaigns not supported by direct mail.

Visitors can then view different sections that provide detailed business case studies and industry quotes, as well as vox pop testimonials.

A 'thank you' mail pack will be sent as a follow-up, personalised to the content visitors explored on the site.

The campaign is being sent out to 3,000 top advertisers and their agencies.

The creative concept is carried through to the sales force collateral and presentation material, which includes an interactive 3D leave-behind.

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