The brief was to convince media planners to consider direct mail as part of their media plan. We decided to reach them via broadcast screensavers – all of the target audience subscribe to this service. Over a course of week, we presented different executions which parodied a soap-style love story between a media planner and brand manager.

Each execution featured a personal message, followed by statistics which prove that direct mail gets you closer than any other medium. The benefit to them of using this medium is that they could get this close to their brand managers.

Each one carried the campaign war cry ‘Successful brands get personal’.