A direct hit
You walk to the letterbox and collect two items: a white DL envelope and a small parcel. Chances are you’ll open the parcel first. Why? Because it feels more substantial. It’s not something you receive everyday. And it has greater perceived value or a novelty factor.
So when it comes to direct mail, consider doing something beyond the expected.
Brief
Bright Light was asked to produce a mailer primarily for veterinarians, reinforcing to them the benefits of a new packaging format for a well-known product. The goal was to counter any resistance to the new packaging.
Response
We took a confident, strong (perhaps even a little presumptuous) approach when we wrote the headline ‘No wonder they’re such a hit’. The ‘hit’ idea was reinforced by packaging the mailer into a CD case and creating the brochure like a CD case, with a photo of a CD and its mount inside.
Free product samples of the new sachets were enclosed. And a special order form offering free bonus stock was included to prompt people to instantly respond to the message.
On the inside cover we presented the key reasons why the new packaging format was such a hit and the back headline continued playing on the theme: ‘Don’t miss the impressive performances the new sachets are delivering. Find out why they’ll be such a hit in your practice’.
A creative approach turned a potentially dry message into a compelling, memorable piece that prompted people to action.
Bright Light came up with the creative idea, writing, design, sourced items and organised assembly.