EXCESS BAGGAGE by Mercerbell for Australia Post

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EXCESS BAGGAGE

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market Australia
Agency Mercerbell
Creative Director David Bell
Art Director Paul Critchley
Copywriter Scott Mortimer
Released June 2010

Awards

Caples Awards 2010
Direct Mail & Print Direct mail dimensional, over $5 Bronze

Credits & Description

Category: Dimensional Mailing
Advertiser: AUSTRALIA POST INTERNATIONAL
Product/Service: EXCESS BAGGAGE
Agency: MERCERBELL
Date of First Appearance: Jun 8 2010
Entrant Company: MERCERBELL, Sydney, AUSTRALIA
Creative Director: David Bell (MercerBell)
Art Director: Paul Critchley (MercerBell)
Copywriter: Scott Mortimer (MercerBell)
Production Manager: Emma Tilley (MercerBell)
Account Director: Helen Harris (MercerBell)
Senior Account Manager: Carol Harper (MercerBell)
International Business Development Manager: Daniel Doble (Australia Post)
Printer: (STI Lilyfield)
Mailhouse: (Bluestar DM)
Media placement: Direct Mail - Post - 08.06.11

Describe the brief/objective of the direct campaign.
Excess Baggage is a value-added Australia post service for hotels. Rather than guests lugging their excess luggage to the airport and paying extra airline fees, they can pay much less and send their baggage from the hotel.

The strategy was to develop a B2B piece targeting 851 hotel managers to generate awareness and highlight the need for this new service. Based on the insight that the target market sees customer service as key, we led with meeting this genuine customer need first, with revenue generation as secondary. This led to the proposition: ‘A new way to exceed your customers’ expectations.’

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The desired outcome was to get a 5% response rate for arranging to meet with a sales rep. To achieve this, we mailed a replica suitcase, complete with a coat hanger and trousers that housed the information.

This was designed to maximise cut-through, while bringing the service to life to hotel managers.

Explain why the creative execution was relevant to the product or service.
A personalised, oversized, suitcase-shaped mailer made this pack unmissable, and brought the product to life in a relevant and memorable way.


The brand is all about accessible, affordable postage. So mail was an obvious channel, and sending a suitcase containing a guest’s clothing showcased the service perfectly. With hotels being all about the customer, the copy explained the benefits of offering their customers this relevant, convenient new service simply and clearly.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The results were outstanding. With the mailing sent to 851 hotels, 85 hotels signed up, equating to a massive 170% above the target of 5%.