The recent Caples Awards highlighted direct mail campaigns that blended traditional and modern marketing methods to great success, showing how direct mail continues to innovate. These winners are great examples of direct marketing - here are two of our favourites:
Foxtel - Alert Shirt (Silver Winner)
Australian television broadcaster Foxtel aimed to woo non-subscribers with an innovative direct mail campaign - the Alert Shirt, a piece of wearable technology sent to 4,000 football fans. Connected to a mobile app, the Shirt used real-time game data to immerse fans in a physical simulation of the game. Along with the direct mail, Foxtel also created online and offline marketing materials, with fantastic results. 2.1 million people were reached through Facebook and 400,000 Twitter impressions were generated - all due to a piece of unique direct mail.
Cruzcampo - Cold is the Key (Bronze Winner)
Leading Spanish beer brand Cruzcampo aimed to boost awareness of its innovative new seal through direct mail. The seal, Punto Glacial, changes colour when Cruzcampo’s lager reaches the perfect drinking temperature. The brand targeted influential social media users, sending them a barrel of beer along with Punto Glacial, encouraging them to use the seal and tweet the hashtag #TieneSuPunto for a chance to win an hourly prize draw.
These thoughtful and targeted campaigns show that direct mail is still a winner for engaging customers and raising awareness.