Direct > Use of Direct Marketing

BLUR

WUNDERMAN, Sydney / BUDGET EYEWEAR / 2012

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Overview

Credits

Overview

BriefWithProjectedOutcomes

Let's face it, when it comes to flat mail you don't have a lot to work with. You have a DL envelope, an A4 piece of paper, and some words.So we messed with the words. By producing a letter that couldn't be read we were able to dramatise what might happen if the recipient ran out of contact lenses. And voila, we have a creative solution to a really boring problem.

ClientBriefOrObjective

Mailing to existing customers who had purchased contact lenses previously, we had to drive consideration for purchasing bulk order packs of disposable lenses.

Effectiveness

Sales went through the roof.You want a better summary than that? OK. How about this: orders of bulk packs of disposable contact lenses made via the customer service phone number increased 23.6% during the promotional period as a direct result of this mail pack.Nothing blurry about that.

Relevancy

Budget Eyewear. Their name says it all. They sell eyewear. Cheap.So with a cheap pack, we had some fun, got the recipient's attention, made a point, and convinced people to buy the product.

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