I can’t remember who said it, but someone once proclaimed: “If I turned 100 and received an email from the Queen, I’d be pretty miffed!” (or something along those lines).
There’s something special about receiving a letter or parcel in the post. With that in mind, I looked into some of the ways marketers have used direct mail in recent years to wow their recipient. I’m not talking coasters and mugs here; I mean seriously creative ideas that made me go: “Damn! Why didn’t I think of that?” Here are three of my favourites…
Nestlé Kit Kat Chunky
To convey just how hefty the Kit Kat Chunky was, cards that perfectly resembled the ones the postman leaves when a parcel is too big for your letterbox (you know, the little red and white ones) were sent out to thousands, claiming the item was “too chunky” to fit through. Recipients were given the option to collect a free Kit Kat Chunky from their local shop, using the card.
The mission was to reinforce the fact that calling anonymously to report weapons could make a massive difference to people’s lives. So their DM campaign involved sending out magazines with a single bullet hole perforating each page, from front to back cover. On the last page, next to the final hole, it read: “This bullet hit 48 people”. Definitely a way to make a lasting impact.
World Water Day
For World Water Day, a “secret” letter was sent out to the press and relevant companies. The message was only legible when the letter was held under a running tap. Proof, perhaps, that water really is the ultimate source of all knowledge.
What’s the coolest DM you’ve ever seen? More importantly, did you respond to it?