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Royal Mail Media Integration campaign

Agency: Proximity

Client: Royal Mail

Royal Mail has launched an integrated business-to-business campaign to demonstrate the power of combining direct mail and digital media.
The integrated campaign called “Meet Mr Complete” features direct mail and a microsite both created by Proximity London.

It centres on the idea of integration being a more complete way to communicate with customers. Recent research by Royal Mail revealed that integrating digital advertising with direct mail campaigns can increase customer spend by almost 25 per cent.
‘Meet Mr Complete’ targets more than 5,000 business people to demonstrate that using digital and direct mail together achieves greater impact with consumers.

Activity begins with a personalised direct mail pack designed to look like a computer desktop. Inside each pack are instructions on how recipients can fold the mailer to create their own origami Mr Complete man.

To encourage further engagement with the campaign a unique personalised web address is printed in each mailing which will take recipients through to an individualised ‘Meet Mr Complete’ microsite.
Once online customers are guided through their own personal site by Mr Complete; an interactive 3D animated character, who demonstrates the benefits of integrating direct mail and digital media. Mr Complete finishes the journey by offering a follow up phone call from a Royal Mail media expert.
The campaign concludes with a final direct mail pack with a hand-crafted Mr Complete origami man personalised with the recipient’s name and reminding them of the positive brand benefits and increased campaign effectiveness that integrating direct mail with their digital offering can bring.
Head of Media Development at Royal Mail, Antony Miller, said, “Our research revealed that consumers preferring to engage with both direct mail and online advertising spend on average £105 a month on goods and services after receiving a combination of the two - £19 more than those who like online ads only and £34 more than those who would choose direct mail.

“Clearly the two together are an extremely powerful combination for marketers.”
He added, “The aim of this campaign is to demonstrate to companies just how effective direct mail is when combined with digital.

“Some may believe that digital and direct mail are interchangeable – they are not and our research proves they are complementary. Proximity London has successfully illustrated the tangibility of DM, whilst also demonstrating the immediacy and interactivity of digital – the key attributes of each.”

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