Surprising DM campaign for Manutan comes as office traffic sign. Caution: your colleagues got back to work!
When a direct mailing is delivered, it is evaluated in a split second: interesting or not? As sender you get a single shot to hit home. For our client Manutan, we developed a direct mailing campaign. Manutan supplies everything you need for office, workshop, and warehouse. Needless to say, we order our office supplies at Manutan’s.
Manutan asked us to develop a DM campaign that speaks to the end of the holiday season. The campaign’s timing was a strategic pick: at the beginning of the new season, people get back to work with new energies and are open to the idea of buying supplies for their office, workshop, or warehouse.
Developing a DM seems simple, but presents a huge challenge. How to catch a recipient’s attention in a split second? During a brainstorm session with our team we explored all possible options. Our brainstorms are usually held in our meeting room, which is appropriately named “the igloo.” We stand rather than sit to keep energetic and our minds focused. The brainstorm resulted into several ideas that we continued exploring.
During our brainstorm, we made a comparison with the well-known “back-to-school” campaigns for pupils, which sell new notebooks, folders, and school bags. During that period, traffic in school areas is made aware of crossing children. “The schools have started again!”, road signs read. This idea we translated to the office, warehouse, and workshop environment. “Caution: work in progress, your colleagues got back to work!” The colleagues did not get depicted working, but sipping a cup of coffee to include a sense of humor. Humor adds energy to the message, which suits Manutan’s brand.
Everyone likes to receive something useful. A gift does not need to be expensive. It can also be a puzzle, riddle, beautiful image, pop-up card, or office humor. When you merely include your own message, a receiver will feel “pushed.” By giving something away, you create a “pull” effect. In this case, your recipient will be intrinsically motivated to open the DM.
By designing the DM in such a way that the road sign does not display any advertisements, receivers can install the sign on their office, warehouse, or workshop walls. The recipient is offered something fun that will surprise their colleagues. Its strength lies with the fact that Manutan’s message will stay in the picture for a couple of weeks at least. To encourage recipients to install the DM, we included an example picture inside, and an eyelet on top.
Initial responses from recipients were very positive. Manutan is processing an above-average number of orders. At the end of the month, the campaign’s results will provide additional insights.
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