Cannes Lions

SWEDISH POST OFFICE

AKESTAM HOLST, Stockholm / POSTEN / 2008

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Overview

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Credits

Overview

Description

Posten Direct Mail department wanted to get Marketing Directors with big media budgets in Sweden to consider DM as a complimentary media in their mix. The Target Group consisting of 400 people. The objective with this DM campaign was set to a 4% response rate of booked meetings, and new business worth of $1,500,000.

Execution

What is DM really? To make the point that it may be anything we searched for historic examples of direct communication that came to change the world. We treated the examples as if they had been collected and archived by Posten for several hundreds of years. We created “The Swedish Society for Direct Mail” as a spearhead in DM know-how at Posten, led by three executives. The Direct Mail unit sent a couple of “original” files from this mysterious archive, together with a letter inviting the receiver to book a meeting by phone.

Outcome

The campaign has been running for two months. So far 42 Marketing Directors at major Scandinavian companies have booked a meeting with “The Society” at Posten as a result of the campaign. A response rate of 11%; more than twice as high as the objective! If they result in business, every client is worth $400,000 upwards.

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