Royal Mail wanted to increase the use of Direct Mail and drive revenue in an environment where customers are switching to digital communications to connect with their customers. Royal Mail targeted a database of 6,000 senior digital marketers, to demonstrate the power of combining direct mail and digital media.

We sent them a direct mail pack with the challenge to ‘make a man’ of their digital communications, Mr Complete. We sent them to a personalised URL on the meetmrcomplete.com microsite. http://marcus.iles.meetmrcomplete.com Online, their personalised sceengrab folds into an interactive 3D origami man who takes them through the benefits of both off and online media. The origami man reveals himself as Mr Complete and shows the power of using both media together. He then offers customers a follow-up call from the Royal Mail team.

Every visitor is then sent a follow-up of a real, hand-crafted, personalised Mr Complete.

The campaign has already delivered an ROI of 6:1, which equates to £1.7m incremental revenue.

When surveyed, around 9/10 of those who received the mailings opened them. 72% of those who opened the origami man mailing had or planned to take some action.

The campaign has been listed as 7th best DM campaign of the year by Campaign magazine.