A campaign that focuses on direct mail’s role as part of the brand’s marketing mix, since in Israel direct mail is mostly used to generate immediate response (mainly sales).The five senses were chosen as the creative concept - since direct mail is the only medium that can deliver all of them, and thus intensify the brand experience.The campaign was supported by successful case studies showing international brands' use of direct mail for brand building.

The campaign focused on educating the market in the long run – no immediate response was needed.However, Israel Postal Authority’s Direct Mail Experts Line received several calls and the campaign’s e-newsletter mailing list grew by 20%.