Direct > Use of Media
THOUGHT BUBBLE
DRAFT, Chicago / STATES UNITED / 2005
Overview
Credits
OVERVIEW
BriefExplanation
The United States Postal Service set out to develop infrastructure to handle Standard Mail that was not the normal rectangular shape. Customized MarketMail is the result. CMM allows these uniquely shaped mail pieces to be delivered without an envelope - a true breakthrough in the mailbox. CMM proved extremely effective for companies who were involved in the USPS' test of the service and a launch campaign was needed to generate excitement among advertisers.
CampaignDescription
Advertising agencies are constantly looking for ways to be unique and to help their clients achieve impact in the mailbox, so this group was a prime target. And what better way to promote CMM than through the use of CMM? This "Thought Bubble" presented CMM as an endless source of impressive ideas. The dry-erase material makes the piece worthy of cubical and office walls, where it becomes a conversation piece - inspiring breakthrough mail concepts, while keeping CMM top-of-mind. The call-to-action is a CMM website which provides referrals to vendors who produce CMM.
Outcome
Drop Date: July 30, 2004.Quantity: 45,533.Total visits to programme landing page: 1,801.Response Rate: 3.96%.
The quantitative results are impressive, but our favourite feedback was from USPS Chief Marketing Officer Anita Bizzotto. One recipient wrote a message on the dry-erase Thought Bubble and mailed it back to Ms. Bizzotto with the message, "I love it! Call me."
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