8 Letterbox Media Campaigns You Wish You’d Thought Of

8 Letterbox Media Campaigns You Wish You’d Thought Of
SHARE
THIS



“If you do something interesting, people will be interested. It’s that simple,” says Google’s Head of Design, Patrick Collister.

It’s this philosophy which has led Patrick to becoming both a proponent and avid collector of letterbox media campaigns in all their quirky, memorable and physical glory.

The catalyst for his advocacy was a furry postcard he received in the mail many years ago for a Lost Cat and Dogs Home. His inability to shake his memory of both the creative example and who it was advertising led to researching similar letterbox campaigns from around the world.

During this research Collister teamed up with letterbox media providers Salmat to help shortlist and showcase 18 amazing examples into a book titled ‘I Wish I’d Thought of That’.

“Unfortunately no Aussie campaigns made the cut” says Salmat’s Head of Agency Sales, Luke Sullivan, “but hopefully this global showcase of emerging trends and creative innovations will educate and inspire local creatives  that letterbox media can be a powerful complementary medium to any channel strategy.”

We have made a selection of some of these best practice letterbox media examples below. For further inspiration the entire booklet of case studies, with results and commentary, is available here.

The Plank

French Karate magazine Karate Bushido wanted customers to renew their subscriptions and attract some additional recruits. With the help of ad agency TBWA in France the magazine targeted near to 3,000 potential subscribers. The potentials found a wooden plank in their mailboxes with all the details to subscribe.

Salmat Karate

“This has been described as one of the most brilliant ideas to drop through a letterbox in the last ten years,” says Collister.

“It makes a statement about the brand just as dramatically as it urges a transactional response.”

Naturally Discounted

Indian cosmetic company Lass Natural Cosmetics has minimal artificial bits and bobs in its products, however that means the creams and ointments don’t last as long on the shelves.

Indian agency Mudra Communications envisioned coupons for customers that would literally dissolve to showcase the product’s quick shelf life, coupled with the fact it’s au naturale, as is the brand.

fresh coupons

70% of the coupons were redeemed. If you didn’t redeem it, you would just have a rotting leaf on your hands.

The Salmat team says: “It’s refreshing to see that not everyone in advertising is fixated on TV and online film. At a time when direct marketing is increasingly about clicks and the number of views, this had an immediate and measurable effect on the bottom line.”

Eat This Book

Land Rovers can take on any obstacle in the desert; their owners cannot. This edible survival guide for the Arabian Desert, created by Y&R in the UAE, was delivered to 5,000 homes in Dubai. It has the nutritional value of a cheeseburger. So it’s like going to Macca’s basically. It also had reflective packaging which you could use to signal for help.

edible book

The Salmat team liked how this edible book was created to inspire the mind, not the tastebuds. “It kindled a sense of adventure. … When you hold a pack like this in your hands, it simply expands in your mind.”

Toy Soldiers

In an effort to showcase the horrendously high number of child soldiers in Africa, UNICEF and ad agency Y&R in South Africa sent out 1,000 packs of toy soldiers, but the toy soldiers were actually children doing handstands, riding a bike, playing soccer.

toy soldiers

UNICEF says there was an immediate rise in volunteer applications and donations for its child soldier rehabilitation program.

“This pack went to a thousand people and reached a million or so more,” says the team. “When you have a strong creative idea like this, it goes ‘viral’, people want to share it and talk about the issue it raises. Yet many hardnosed marketers would never have seen its potential. Many would have considered it too expensive or its reach too small.

“The numbers would suggest that an insert in a national newspaper or a low-cost delivery to a couple of hundred thousand homes would be a more judicious approach. But that’s the thing about numbers, they never make provisions for the incredible possibilities of the human imagination.”

Balloon

Few people know how much carbon dioxide they’re emitting every day from simple household things. The UK Government along with agency Tullo Marshall Warren delivered white boxes to housing commissions, encouraging them to sign up for a training toolkit on saving energy. When the box was opened a balloon floated out. It was the equivalent to the amount of carbon dioxide released into the atmosphere after leaving a light on for 40 minutes.

balloon

The results showed 40% of those who received a white box ordered the training kit, and 96% of those who attended the session changed their energy behaviours.

Rain Mac

Wales is wet. No denying it. For this reason, the Welsh country probably isn’t high on your list of ‘Ultimate Holiday Destinations’.

Visit Wales didn’t let that stop them though, devising a letterbox ad campaign through direct marketing agency Partners Andrews Aldridge to show all the things tourists could do in the rain.

rain mac

The results of the campaign show an extra 14,883 people visited Wales, even in the rain. “It’s friendly and tongue-in-cheek, what’s not to like?

Stone, Twig, Water

Jeep wanted its new Cherokee to appeal to those with an adventurous nature. Leo Burnett Brazil created a letterbox campaign that dropped off objects from a foreign country into letterboxes. The campaign suggested people may like to return the objects, a twig, stone and some water, to the countries they belonged to.

Those that returned the objects were set up in hotels by Jeep.

stone twig

“Even if you chuck the rock in the yard, the point has been made – this Jeep can take you anywhere and that’s a solid testimony to the power of a good idea.”

Glow in the Dark

New Zealand energy company, Genesis, wanted to help people reduce their bills and energy consumption.

The idea executed by agency Draft in NZ saw flyers with fluorescent ink printed and delivered to people’s mailboxes. Recipients literally had to turn off the lights to read the message.

glow in dark

“What is interesting is how playful this idea is,” says the Salmat team. “Whoever picks it up is almost certainly going to be intrigued enough by the message (turn off the lights to read this) to do it.”

To check out the remaining shortlisted letterbox campaigns, you can order a free copy of the book here.

 

Please login with linkedin to comment

Latest News

Western Australia Gets Its First Influencer Marketing Agency
  • Marketing

Western Australia Gets Its First Influencer Marketing Agency

Western Australia’s first dedicated social influencer marketing agency will launch next week to service the state’s new and rapidly growing digital industry. The Influencer Agency – TIA – brings strategy, accountability and measurement to influencer marketing for WA brands using WA influencers. TIA will also assist influencers wanting to grow their brand by developing new […]

One-on-one With Marie Claire Editor Nicky Briger
  • Media

One-on-one With Marie Claire Editor Nicky Briger

Following the launch of the revamped marieclaire.com.au, editor Nicky Briger spoke to Magazine Networks about all it can offer readers. In September, Pacific Magazines unveiled an all-new digital experience for Marie Claire. Led by design thinking, the new look marieclaire.com.au was crafted to provide a better reader experience across all devices. It’s a testament to […]

Women’s Health Unveils Its New Premium Digital Experience
  • Media

Women’s Health Unveils Its New Premium Digital Experience

Pac Mags’ Women’s Health has unveiled an all-new premium digital experience. With a faster, cleaner, more intuitive and visually consistent brand experience across all devices, the new look is designed to optimise the user’s journey with less clutter, discoverable content and seamless integration for commercial partners. Will Everitt, head of product and technology said: “The digital evolution of […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.