The WPN Chameleon mailing for Print Power combined loose inserts and a wrap as an envelope.
WPN Chameleon created a two-step mailing for Print Power to bring across the strengths of direct mail.
The company created the two-step mailing combining loose inserts and a wrap as an envelope. The the three key elements – importance of the channel, the effectiveness and the creative potential of mailings – were expressed on different paper qualities to demonstrate the sensory benefits of direct mail.
In the second part of the mailing, Lloyd’s Bank showed a ROI of 59:1 on a B2B mailing, a £59 return for every £1 invested.
The mailing included a free online subscription to The Directory, curated by Patrick Collister [keynote speaker for our 2016 Smart Directions conference], and Print Power also used the opportunity to challenge prospective record-breakers, with a fun competition to fold a sheet of paper more than 12 times – a record that has stood since 2002.
‘In the UK the direct mail channel is the third most important advertising channel,’ commented Martyn Eustace, managing director of Print Power Europe. ‘We want brand owners to know about the value of direct mail, and as we are in the 2017 budget planning period we wanted to have the mailings on their desks now.’
View the contents of part one of the mailer here.
