Tnt Post Design & Branding THE CONVERSATION STARTS HERE by Ogilvy & Mather Amsterdam

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THE CONVERSATION STARTS HERE

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Industry Postal, Courier, Shipping & Freight services
Media Design & Branding
Market Netherlands
Agency Ogilvy & Mather Amsterdam
Creative Director Darre Van Dijk En Piebe Piebenga
Photographer Arno Bosma
Illustrator Andrea Reis, Josefien Kooiman, Arne Van Der Ree, Symen Enkeling, Mike Maddamin, Sylvan Steenrbink
Released June 2011

Credits & Description

Category: Promotional Item Design
Advertiser: TNT POST
Product/Service: DIRECT MAIL PROVIDER
Agency: OGILVY & MATHER AMSTERDAM
Executive Creative Director: Darre Van Dijk (Ogilvy & Mather Amsterdam)
Creative Director: Piebe Piebenga (Ogilvy & Mather Amsterdam)
Strategy Director: Hans Veldhorst (Ogilvy & Mather Amsterdam)
Photographer: Arno Bosma
Illustrator: Mike Maddamin
Illustrator: Sylvan Steenrbink (Artbox)
Illustrator: Josefien Kooiman (Artbox)
Illustrator: Arne Van Der Ree (Artbox)
Illustrator: Symen Enkeling (Artbox)
Illustrator: Andrea Reis (Artbox)
Media placement: Direct Mail - Direct Mail - June 15, 2011
Media placement: Print - Magazines - June 1, 2011
Media placement: Outdoor - Painted Doors - June 1, 2011

Describe the brief from the client
Encourage companies to increase the use of direct mail.

Describe the challenges and key objectives
How can we show that if you really want to come into contact with people direct mail is the ideal tool.
Can we make clear that direct mail is the most personal way to communicate, one-on-one, with everyone.

Describe how you arrived at the final design
The Netherlands has a population of 16m. There’s a different face behind every door. Young. Old. Man. Woman. How do you reach them? Via the letter-box. Via direct mail.

That’s why we made various front doors as personal as the people living behind them: with the letter-box as a mouth, and a symbol of the dialogue between sender and recipient.

These doors were used in print, outdoor and direct mail. As mail pack we delivered real doors to TNT key accounts. This time with their own face on the door. This way they experienced how personal direct mail could be.

Give some indication of how successful the outcome was in the market
The impact of print and outdoor. In ads and outdoor you were asked to go to a special website. 13,001 unique visitors visited the website.

Our goal, for the doors as mail pack, was to arrange a personal sales pitch with the TNT key accounts. We did. With all of them. So we got a full 100% response.

After the sales pitch, 20% of the accounts chose a multi-year agreement,
20% chose us after considering other media, to continue the use of direct mail, and 30% of the approached accounts signed for the first time a direct mail contract with TNT Post.