The ‘DM within a DM’ concept gave our audience an immediate understanding of our packaging range in an unexpected way.

Each layer of the packaging revealed a new piece of the message, creating a sense of intrigue and encouraging recipients to continue opening each layer until the end. The final layer contained a short, personalised letter and order form.

At its core, Australia Post is both useful and helpful. The ‘DM within a DM’ demonstrated this in a tangible way.

1,877 customers were contacted. Of those, 108 purchased packaging as a result of us getting in touch, achieving a response rate of 5.75%

An additional 53 customers requested to receive more information about the packaging range.

For Australia Post, this campaign has been one of the first times they’ve spoken directly to a customer about a known product need.

The communication was relevant and timely, and helped not only build on their awareness of Australia Post’s packaging range, but also helped demonstrate Australia Post’s commitment to truly understanding their customers, and helping them to do better in business.