When leading email marketing company Newsweaver asked us to come up with a campaign to help launch their latest software to the corporate market, we really had our work cut out. Successfully targeting over 80 Internal Communications Managers within Europe’s largest corporate organisations via direct mail posed numerous challenges to put it mildly.
After presenting the client with a number of creative approaches, everyone agreed that our “unity from diversity” concept worked best. With its theme of conductor, orchestra and audience all working it total harmony, it struck the perfect chord. The integrated campaign employed direct mail with direct email and telesales. The DM piece itself combined a beautiful bespoke presentation box with personalised letter, fold-out brochure and a custom branded conductors baton. Our client reported an almost 100% open rate for the piece, along with positive reactions across the board from recipients during follow up. The judging panel for the An Post Smart Marketing Awards seemed to agree also and shortlisted the campaign for its 2014 competition finals.