8 Letterbox Media Campaigns You Wish You’d Thought Of

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


What best describes you?

“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

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]