BriefAgency Insight is a Royal Mail initiative, directed at any type of agency that is looking to use direct mail successfully and creatively.

Ogilvy Group was commissioned to create a fully integrated campaign to launch the site to general agency staff. Ogilvy Interactive were asked to support the off-line component with an email/microsite campaign targeting account, junior production and creative staff.SolutionWith mail of any kind at the heart of the solution, Ogilvy chose to highlight this by creating a series of viral emails, which trade on amusing postal stories culled from post rooms and key individuals. The stories themselves illustrate the benefits of using direct mail efficiently and effectively (and keeping an eye on the details).The original five emails were seeded to eight Royal Mail roster agencies (approx. 13k people) and were then passed virally to other like-minded individuals, which directed recipients to a campaign microsite http://bigblunders.eu.ogilvy.com/.At the microsite, data capture was facilitated (to allow Royal Mail to contact potential customers), as well as the provision of links to the main Agency Insight website. To encourage traffic, users were invited to vote for their favourite story to qualify for entry to a prize draw for a holiday.Primary objectives* Launch Agency Insight to key agency audiences.* Capture data: email addresses, names & titles.* Create awareness and interest in the site.* Drive traffic to the site.* Encourage a relatoinship between Agency staff and the new site.Secondary Objectives* Reinforce the Royal Mail brand as a provider of solutions in the DM industry.* Increase the profile of Royal Mail web activities.Results* Over 600 unique visits in the first 3 days.* Initially 40% click through rate to www.royalmail/agencyinsight.* Over 1200 unique visitors over life of competition (6 weeks).* Campaign reached 9% of target audience (size of audience 13,000).* Average click through rate to www.royalmail/agencyinsight stayed above 12%.