WALLET by Wunderman New York for INFOPRINT SOLUTIONS COMPANY

WALLET

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market United States
Agency Wunderman New York
Creative Director Nick Moore, Brendan Dowling, David Reitman
Art Director Felix Burgos
Released October 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: INFOPRINT SOLUTIONS COMPANY
Product/Service: TRANSPROMO MARKETING TOOL
Agency: WUNDERMAN NEW YORK
Date of First Appearance: Oct 23 2009 12:00AM
Entrant Company: WUNDERMAN NEW YORK, USA
Creative Director: Nick Moore (Wunderman)
Creative Director: Brendan Dowling (Wunderman)
Creative Director: David Reitman (Wunderman)
Writer: Efrem Oshinsky (Wunderman)
Art Director: Felix Burgos (Wunderman)
Senior Production Manager: Russell Clark (Wunderman)
Media placement: Direct Mail - It Was Mailed Out (US Mail) - 23rd October 2009
Describe the brief/objective of the direct campaign.
InfoPrint Solutions company offers a service that uses data analysis and on-demand printing to help marketers target individual consumers. It's called TransPromo, and it lets marketers place only the most relevant offers onto their consumers’ bills and statements. InfoPrint asked us to engage Chief Marketing Officers looking for new avenues to build revenue and long-term customer loyalty.
Explain why the creative execution was relevant to the product or service.
Our mail piece had to make the benefits of using TransPromo feel as concrete as possible. The wallet execution accomplished this by turning a highly technical offering into something tangible and easy to understand. As a relatively young brand that wanted to distinguish itself in its field, InfoPrint asked for a fresh execution that would really stand out. The wallet concept, with its surprising personality, engaging humor and intimate details, did just that.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To give the CMO a hands-on insight into the individuality of purchasing behaviour, we designed an interactive mail package that mimics a fictitious customer's wallet. We included receipts, hotel bills and other information to show how every purchase is a clue to what motivates an individual customer. Finally, each piece leads to a removable business card and personalized URL to contact InfoPrint.
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.
With such a small target audience and complex proposition, we did not expect a big impact on sales. Still, we were successful in our main objective to build awareness for a new brand with a complicated new service. We were able to increase qualified leads nearly threefold compared to previous flat mailings by versioning creative for the Hospitality and Financial Services industries, and by including a personalized URL on every package. These URLs accounted for 25% of total visits to the website. And because the package itself was entertaining and highly interactive, the pass-along rate was about 4.5. Even with a high unit cost ($32, including postage), cost-per-acquisition was reduced by almost $300.