Best Practice from Rave
Full service agency Rave was briefed to produce a below-the-line DM campaign to promote DHL’s Time Definitive Delivery Service; by 9am, by 12pm and by close of business.
The resulting work had to carry a strong call to action that encouraged key decision makers to a meeting with a member of DHL’s sales team.
Using Rave’s proposition of ‘Not One, Not Two, But Three’, the resulting DM pack consisted of three unbranded boxes nestled within each other. They contained, in turn, a personalised instruction card with individual user name, common password of ‘onetwothree’, and details of the bespoke microsite one-two-three.co.uk.
Only by logging onto the microsite was DHL revealed in the form of flash animation, which lead to more information about the extended service offering.
The bespoke site was also backed by a password protected ‘visitor tracker’ site, which supplied DHL with live information on who had logged in, their contact details and whether they would like to arrange a sales meeting, incentivised with a desk top coffee maker.
A response rate of over 53 per cent made it DHL’s most successful direct mail campaign to date. The live sales lead element to the tracker site ensured sales leads were received in real time, allowing DHL to respond quickly to an enquiry.
Marketing director, Shannon Diet, from DHL, said, “Our Time Delivery Service is a premium express delivery service, so it’s imperative everything associated with this product is done on time and quickly.
"The creative and live sales lead element to the website, devised by Rave, was ideal as it provided us with a constant supply of fresh sales leads and enabled us to continue providing the best service we can to our customers.
He concluded, "We were seriously impressed with the creative and execution of the campaign and couldn’t have asked for more in terms of the campaign’s success. These are the best results we’ve ever experienced.”
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