Direct > Use of Direct Marketing

STAMPS

OGILVY MALAYSIA, Kuala Lumpur / PURE SEED FLORIST & GIFTS / 2012

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Overview

Credits

Overview

BriefWithProjectedOutcomes

Instead of sending the usual flyer and order form, Pure Seeds mailed a uniquely-designed envelope covered entirely in Malaysian stamps. Malaysia, known for its beautiful flora and fauna had been producing a wide variety of stamps depicting various species of local flowers for many years. By using these stamps in a new way, the insightful design carried the message that flowers from Pure Seeds were both diverse and affordable for all.

ClientBriefOrObjective

Pure Seeds, a budget-friendly florist, wanted new customers to find out about their large selection of flowers, as well as their delivery services. Faced with fierce and constant competition from online flower shops, Pure Seeds needed to deliver something fresh in a personal way.

Effectiveness

Orders tripled within the first month online and in store. Pure Seeds were also pleasantly surprised to learn that 6 out of 10 envelopes had actually been saved by recipients – which led to repeat purchases on special occasions and holidays. Pure Seeds was able to break into the flower-filled industry in a big way, with a simple yet effective piece of mail.

Relevancy

Using Malaysian stamps with flowers on them was a perfect match for the brand. To recipients, Pure Seeds left the impression of being a company of young and creative individuals, which spoke volumes for the style of service they could expect. The direct mailer helped to position Pure Seeds naturally into consumer’s minds as the florist they should use when wanting to send flowers to a loved one.

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