Royal Mail launches Matter brand in a box solution

Royal Mail has launched Matter, an advertising and communications brand representation solution.

Matter is a box that fits the standard dimensions of a UK household letterbox, containing a range of physical brand representations enabling advertisers to get their products and services into the homes of their target customers.

Royal Mail said 30,000 people have registered to receive a box of brands following a test mailing to 1,000 ABC1 males, which contained brand representations including a small tub of Play Doh from Sony Bravia, reflecting its 'plasticine bunnies' advertisement, a branded box of soap crayons from Nissan and a sweatband from Nintendo Wii.

Royal Mail, which developed the solution in partnership with Matter Media Limited, is now talking to advertisers keen to be involved in the next Matter mailing scheduled for October.

Fraser Chisholm, head of media propositions at Royal Mail, said: 'The strength of direct mail has always been that it is personal and delivered through the letterbox.

'Real objects have more value in the digital age.

'Media is changing and advertisers can no longer rely on consumers seeing or hearing their messages - they really have to engage to create standout and there is no better way than putting the brand directly into their hands.

Tim Milne of Matter Media Limited, added: 'Tangible objects offer endless potential for telling stories and communicating ideas and values.

'There are no rules as to what goes into the box - only that the recipients like getting them and value them enough to do something with them, whether that is keep it, or give it to a friend or family member.

Back to top