Meet Mr. Complete - When paper meets digital
Problem
We were asked to drive revenue for Royal Mail by increasing the use of Direct Mail. Marketers are increasingly spending their budgets on digital communications (typically websites, banners ads and search optimisation) or are allocating specific and separate budgets to online and offline comms.
Solution
We targeted a database of 6,000 senior marketers to demonstrate the power of combining direct mail and digital media - the results of Royal Mail's research show that doing so can improve a digital campaign's performance by 14%.
We created a character that represents what happens when paper and digital come together: Mr. Complete. And, by introducing him to our audience, had them experience the power of combining DM and digital for themselves.
We sent them a personalised direct mail pack (showing a computer desktop with an email notification) which challenges the audience to 'make a man' of their digital communications. Origami instructions drive the recipient online with a personalised URL on the meetmrcomplete.com microsite. And online they see the same personalised computer desktop fold into an interactive 3D origami man who takes them through the benefits of both off and online media. When the origami man reveals the power of using both media together, he reveals himself as Mr Complete and offers customers a follow-up call from the Royal Mail team.
Everyone who visits the site is then sent, within 24hrs, a follow-up DM pack with a hand-crafted Mr Complete origami man personalised with the recipients' name, thanking them for completing Royal Mail's story.
Results
Results in the month following the mailings show a response rate of 12.14% (against a target of 5%). In total, the campaign has now generated £17.5m from a campaign budget of £210,000
Visitors spent an average of 13mins on the site
Chosen as campaign of the week by the Director Hugh Hudson in Campaign's Creative Private View who said: "I wanted more. It goes to show that with a good idea plus design taste and delivering a clear message, you will win out and hit target. Bullseye. This is my choice of the week".
