8 Letterbox Media Campaigns You Wish You’d Thought Of
“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.
“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.
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.
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.
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.
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.
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.
“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.
“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
AJF Partnership Melbourne Clemenger BBDO Sydney Collaboration WindowsLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.