Australia Post DM WORLD'S LONGEST BUSINESS CARD by BWM Dentsu Sydney

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Industry Postal, Courier, Shipping & Freight services, Business equipment & services, Corporate Image
Media Direct marketing
Market Australia
Agency BWM Dentsu Sydney
Executive Creative Director Rob Belgiovane
Creative Director Rob Morrison
Art Director Darren Martin
Copywriter Neil Harris
Released September 2009

Credits & Description

Category: Flat Mailing
Date of First Appearance: Sep 19 2009 12:00AM
Executive Creative Director: Rob Belgiovane (Belgiovane Williams Mackay)
Creative Director: Rob Morrison (Belgiovane Williams Mackay)
Copywriter: Neil Harris (Belgiovane Williams Mackay)
Art Director: Darren Martin (Belgiovane Williams Mackay)
Media placement: Flat Mailing - Direct Mail - 19 September 2009

Describe the brief/objective of the direct campaign.
Patrick Collister was giving two talks in Sydney as part of a whistlestop Australian tour. As the founder and publisher of Directory, Patrick’s fame precedes him everywhere it seems, except down under. This made getting 180 of the right bums on seats a real challenge. Even worse, the speaker season in Sydney was well underway. A lot of high profile events were targeting the same planners, suits and creatives as we were.

Explain why the creative execution was relevant to the product or service.
Australia Post is the national postal service of Australia. They were sponsoring the speaker's visit, to talk about direct mail within the marketing mix. As such, the creative needed to use the medium of mail in a new and incredibly engaging way. The unusual shape of the business card had never been done before. This gave the piece real cut-through. It also reminded recipients of just how exciting and dynamic direct mail could be, at the same time underlining Australia Post as an innovator.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Patrick has been there, seen it, done it all – and in the case of being a keynote speaker at Cannes, he’s done it 3 times. (He may even be there now.) Even though our audience probably wouldn’t know his name, they couldn’t help but be impressed by his credentials. By finding an interesting way to list them all, we spread the net as wide as possible. Simply by re-ordering his titles, we were able to tailor the card to our different audiences: DM planners and suits for the morning talk, creatives for the afternoon one.

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.
346 cards were sent out. 275 people booked a place at the talks, giving it a response rate of 79%. This meant that, in addition to the two talks we were asked to fill, two more had to be arranged to accommodate the overwhelming numbers who responded. The data collected has been added to the Australia Post’s database and will be used in future marketing campaigns. All this from a piece which cost under $5 a pack to print, personalise and send.