Royal Mail commissioned research into the role of Direct Mail in the marketing mix. The results showed that, by using Direct Mail to engage the senses, brands can create more emotional and ultimately more profitable relationships with their customers.

We were asked to dramatise the sensory nature of DM, to increase its use and drive revenue for Royal Mail.

We mailed out 6,000 personalised letters made of the finest milk chocolate we could find. The letter explains how engaging the senses can create more emotional and therefore more profitable connections with customers.

We also gave them another treat: a bespoke edition of the quarterly DM showcase, the Directory, with loads of examples of sensory marketing. To complete the sensory experience, we even gave our version of the Directory a heat-sensitive cover.

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. Visitors spent an average of 13mins on the site.

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.