Print Power has kicked off a new direct mail campaign to promote the use of print to thousands of brand owners and media decision makers in Europe, including 2200 in the UK.
The TouchedByDM mailing has been developed by Ogilvy’s Red Works office in Brussels and is printed with four different printing technologies (offset, screen-print, digital and UV printing). It consists of four elements: the envelope, which is actually a folded-up poster; a personalised letter; a chalked blackboard card; and a reply card and envelope. The blackboard card contains a hidden message that becomes visible once the chalk is wiped away. Leading a print of their chalk-covered hand on the reply card allows the recipient to obtain a personalised Moleskine notebook, as the hand print is scanned and printed on the cover of the notebook.
The campaign consists not only of the mailing, but also examples of sensory print on the Print Power website, a video on the production of the mailing, a presentation with inspiring cases and a reminder mailing using Augmented Reality.
Martyn Eustace, country manager for Print Power UK, said print is ‘staging a comeback’ due to its special sensory qualities, which cannot be emulated online, with well-targeted and imaginative mail campaigns delivering impressive results and high ROI.
He added: ‘In a multi-channel world that offers marketers an array of choice on how best to interact with their customers, many brands are looking at how to appeal to the five senses. While channels like television, radio and Internet have a different combination of sensory triggers and are often restricted in the number of senses they can reach, it is print media that uniquely offers a combination of triggering vision, touch and smell. Certain brands have also experimented with creating taste and hearing sensory experiences in print.’
Some results have already been gathered from other European countries that have been targeted, with Spain delivering a 23.5% return rate, Italy 14.7% and France 9%.
