This year’s Cannes Lions festival has revealed how brands are creating emotional connections with their audience through innovative direct mail campaigns. The shortlisted entrants in the Direct Lions category show how important it is for a direct mail piece to connect with its recipients on a more ‘human’ level, helping it to become truly memorable.
Here are two great direct mail pieces recognised by Cannes Lions 2015:
Food manufacturer Campofrio produced an emotional direct mail for its employees after its factory burnt down, reassuring staff that their jobs were safe.
The mailing consisted of two parts: a letter signed by the company Chairman and a brick made of ash.
The 894 bricks were made from the remains of the factory, a process inspired by a similar Roman construction method designed to make buildings more robust.
Employees were invited to lay their bricks on the site of the new factory, ensuring that they continued to feel supported and part of the community.
O2 Telefonica decided to go against the trend of ‘instant congratulations’ by sending innovative birthday cards to its premium customers.
Its ‘Calling Greeting Cards’ contained software programmed with the card sender’s phone number; when the lucky recipient opened the card, it connected automatically with the sender, who could wish them a more personal happy birthday.
Following the success of the birthday cards, O2 Telefonica launched a Christmas version of the greeting card on social media.
These direct mail pieces demonstrate the growing importance of making an emotional impact with a target audience - something to consider when creating your own direct marketing campaigns.
Find out more about the Direct Lions.