Spend on direct mail has declined as many brands opt to use digital channels for one-to- one communications. Mail also had an image problem, with some marketers seeing mail as yesterday’s medium and Royal Mail as yesterday’s brand.
The Case Study
Royal Mail was the wrong spokesman to champion its own medium, so it removed its logo from the campaign. A group of famous advertising and marketing people endorsed the channel, many were the last people in the world anyone would expect to be saying good things about mail.
The key message, was that mail is not only a valued and effective medium in the eyes of consumers, but plays a huge role in a multi-channel world.
The campaign avoided relying on its own medium, instead breaking the campaign in highly targeted OOH and both online and offline marketing press. Mail was part of the mix, but simple formats were chosen to keep the channel accessible.
The campaign broke down negative perceptions of advertising mail, made the medium acceptable again and helped drive a 5% increase in UK mail volumes – the best mail industry performance in Europe.
53% of agencies said the campaign made them think differently about mail, backed by a 30% increase in advertisers saying they were likely to use mail in the next 12 months.