The campaign aimed to promote the benefit of self-storage, and Big Orange in particular, to both new and existing customers. We wanted to help people to think a little differently about self-storage, and leave Big Orange top of mind among potential customers with a DM communication that would get noticed.

Calls to the main Big Orange hotline increased by 23% in the period following the promotion.

The promotion is a very simple idea, with a simple mechanism. It developed little from conception to implementation. The only changes along the way were design-based trials, after which we decided on a minimal ‘special delivery’ look and an intriguing ‘free sample’ sticker to entice people to investigate the package. A discount voucher rewarded people’s curiosity.

Big Orange is all about space. That’s their product. We gave a free sample of that product. By positioning space as a valuable, almost tangible commodity and not a dull, utilitarian necessity, we elevated the idea of self-storage and left Big Orange top of mind among potential customers. The ‘free sample’ was targeted and big enough to stir interest and bypass people’s DM spam filters.