Communicate the strength of Scottex kitchen paper towels to restaurant owners.

We created a mailing made from a very new and alternative medium: real Scottex kitchen paper towels. These mailings were posted ‘as is’, without an envelope, and sent to restaurants all over Belgium. After a successful series within Belgium (see result) we decided to take things a step further, literally. So we used our agency in New York and befriended an agency in Tokyo to send out a new series of mailings to Belgian restaurants.

A big hand for the Belgian and world’s postal services! All the mailings we first sent out to test the concept in Belgium arrived without any damage. The same went for almost all the mailings we sent in the second round (from NY, Tokyo and Ushuaia). We called all the restaurants to check if and how the mailing was received. 98% of all the mailings reached the restaurants in a perfect state and were considered very original and convincing. Even the series posted from Ushuaia, the world’s most southern city, made it all the way to Belgium.