Product category:
Direct Marketing
News Release from: Royal Mail
Edited by the Marketingservicestalk Editorial
Team on 07 November 2007
Royal Mail encourages media integration
Royal Mail has launched an integrated business-to-business campaign to demonstrate the power of combining direct mail and digital media.
The integrated campaign called "Meet Mr Complete" features direct mail and a microsite both created by Proximity London It centres on the idea of integration being a more complete way to communicate with customers
This article was originally published on Marketingservicestalk on 2 Nov 2007 at 8.00am (UK)
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Meet Mr Complete targets more than 5,000 business people to demonstrate that using digital and direct mail together achieves greater impact with consumers.
Activity begins with a personalised direct mail pack designed to look like a computer desktop.
Inside each pack are instructions on how recipients can fold the mailer to create their own origami Mr Complete man.
To encourage further engagement with the campaign a unique personalised web address is printed in each mailing which will take recipients through to an individualised Meet Mr Complete microsite.
Once online customers are guided through their own personal site by Mr Complete; an interactive 3D animated character, who demonstrates the benefits of integrating direct mail and digital media.
Mr Complete finishes the journey by offering a follow-up phone call from a Royal Mail media expert.
The campaign concludes with a final direct mail pack with a hand-crafted Mr Complete origami man personalised with the recipient's name and reminding them of the positive brand benefits and increased campaign effectiveness that integrating direct mail with their digital offering can bring.
Antony Miller, Head of Media Development at Royal Mail, said: "Our research revealed that consumers preferring to engage with both direct mail and online advertising spend on average GBP105 a month on goods and services after receiving a combination of the two - GBP19 more than those who like online ads only and GBP34 more than those who would choose direct mail.
"Clearly the two together are an extremely powerful combination for marketers.
"The aim of this campaign is to demonstrate to companies just how effective direct mail is when combined with digital.
"Some may believe that digital and direct mail are interchangeable - they are not and our research proves they are complementary.
"Proximity London has successfully illustrated the tangibility of DM, whilst also demonstrating the immediacy and interactivity of digital - the key attributes of each".
Amanda Phillips, CEO at Proximity London, said: "Royal Mail wanted to remind businesses of power of direct mail and its place in the modern marketing mix.
"We created Mr Complete to demonstrate not only the physical benefits of mail, by allowing consumers to personally interact with him, but also how personalised offline messages can be integrated with the digital world.".
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