Direct marketing is a highly targetable personal medium, which creates attention, and its results are easily measured. Each piece of mailing in the three-phase campaign demonstrated these advantages in a concrete and inventive way, and directed receivers to the campaign website. The site included detailed information on DM tools and interesting case examples. The culmination of the campaign was the first Cannes Lions Direct exhibition that was brought to Finland by Finland Post. The campaign also included online and print advertising.

The attention rate for the campaign was excellent (85%) and it created a very positive image of Finland Post’s DM services and the company as an expert, versatile, reliable and modern service provider (68% gave a positive comment). The main messages were very well accepted, the best single claim score being 76%. During the campaign period up to 30% of the receivers entered the Internet site and the unique visitor rate increased by 2080% compared to an average monthly rate. The campaign contributed to Finland Post’s turnover increase for both the addressed (+6%) and the unaddressed (+17%) DM in 2004.