Imaginative direct mail pieces have been sent to 2,200 UK brand owners and media decision makers as part of a European initiative by Print Power to demonstrate the high degree of response which can be obtained with creative, sensory, direct mail.
Martyn Eustace, country manager for Print Power UK, said: "In a world where online and social media channels are very much the focus of media buyer attention, print is staging a comeback. Its special sensory qualities, particularly touch, just can't be emulated on-line and, linked with a well targeted and imaginative mail campaign, will deliver impressive results and, importantly, high ROI"
The TouchedByDM mailing has been developed by Ogilvy's Red Works office in Brussels and is printed with four different printing technologies (offset, screen-print, digital and UV printing). The campaign consists not only of a mailing, but also features cases and examples of sensory print on the Print Power website, a video on the production of the mailing, a presentation with inspiring cases and a reminder mailing using augmented reality.
The mailing consists of four elements: the envelope, which is a folded-up poster, holds a personalised letter, a chalked blackboard card, a reply card, and a reply envelope. The blackboard card contains a hidden message which becomes visible once the chalk is wiped away. Leaving a print of their chalk-covered hand on the reply card allows the recipient of the mailing to obtain a personalised Moleskine notebook as the handprint is then scanned and printed on the cover of the notebook. The sense of touch is exploited to its extreme as even the hand print is printed in relief.