This pack needed to bring to life the Royal Mail's three brand attributes - reach, speed and flexibility - demonstrating that Royal Mail is the 'Real Network'. To do this we mailed 200,000 fresh flowers with the line 'This is just one of over 80 million deliveries we'll make today.' A live demonstration of speed – the flower was fresh and alive; flexibility – even something as fragile as a flower can travel through the post; reach - only Royal Mail could carry each of 200,000 flowers to any address in the country amongst the 80 million deliveries it makes every day.

The pack generated 6,298 responses, a 2.98% response rate beating its target of 2%. The client considered this response excellent considering that every customer on the mailing list already used at least one of the products we were offering. Six months after the mailing was sent responses are still being received. The other purpose of this mailing was to convey a brand message, post campaign research showed that the direct mail had an awareness of 40% - higher than press and just below that of TV.