However, as a creative director fed-up with some of the 'junk' mail that's still around these days, I'm sorry to say that what these mailings tell us isn't all good news.
But let's start on a cheery note. The Renault Clio (2) mailing successfully combines an interesting idea (that windy, rainy weather is perfect for a test drive) with a good strategy (using Renault's exemplary safety record to gain consideration) and a neat gimmick (the Safety Zone rain poncho).
It has impact, it communicates quickly and even though I'd rather poke my own eyes out than wear a poncho, it made the point very effectively.
There's also a gimmick to the Children's Society (1) mailing, whereby a clever envelope design has a child looking out at us from behind bars.
Of course, investing your budget in a great envelope can be smart. But running out of money and imagination when you get inside probably isn't quite so clever, so I felt a little let down by the standard charity fare within. Especially as the subject matter - child deaths in custody - is such a powerful and emotive area to explore. Nice letter, though.
Talking of a lack of imagination, I was really surprised by the Tussaud's Group (5) mailings to teachers, featuring Thorpe Park and Warwick Castle.
Surely with fantastic source material - siege weapons, feudal England, rollercoasters - that has real relevance to history, English, science and design technology, something more imaginative might have helped fire the, er, imagination of the recipients? So even though there is some good stuff in here, there's a danger it all feels a bit dull but worthy. And not at all like the exciting rollercoaster of a mailing it could have been.
And then we come to Computacenter (4). A box. Lichtenstein illustrations.
Top Trumps cards. Honest, guv, I really tried to find something to like about this mailing. But I found it hard. I did enjoy playing the card game, though.
Thank goodness Honda (3) was ready to come to the rescue. Brilliant (as usual). This mailing to fleet managers does it all. It has real cut-through. It brings to life the idea of delivering a test car to your door simply and elegantly. It is memorable for so much more than just being expensive. And even the tiny leaflet inside has been beautifully crafted to carry the idea forward. I'm so happy, I could cry.
Or even buy a Honda.
- Send samples of work in any medium along with a print-quality scan to: Claire Foss, senior reporter, Marketing Direct, 174 Hammersmith Road, London W6 7JP
CRITIQUE - DIRECT MAIL
1. THE CHILDREN'S SOCIETY
Objective: Increase cash donations from the donor list and raise
awareness of the issue of young people in prison
Target audience: Existing donors
Client: The Children's Society
Agency: EHS Brann
Art director: Paul Alexis
Copywriter: Andy Hair
Medium: Direct mail
2. RENAULT
Objective: Raise awareness of Renault's safety-conscious standing and
encourage prospects to take a test drive
Target audience: 300,000 current customers and warm prospects
Client: Renault
Agency: Publicis Dialog
Art director: Andrew Pogson
Copywriter: Rob Steeles
Medium: Direct mail
3. HONDA
Objective: Communicate the premium test-drive offer and the
business-focused technology of the Accord
Target audience: 15,000 fleet managers and users of company cars
Client: Honda
Agency: Hicklin Slade & Partners
Art director: Lindsay Jones
Copywriter: Paul Zeidler
Medium: Direct mail
4. COMPUTACENTER
Objective: Promote the new Sun Fire x64 range of servers
Target audience: Senior IT decision-makers among the existing customer
base
Client: Computacenter
Agency: Loewy
Art director: James Burden
Copywriter: Ben Stark
Medium: Direct mail
5. THE TUSSAUDS GROUP
Objective: Encourage primary and secondary schools to visit Tussauds
Group attractions
Target audience: School decision-makers and teachers
Client: The Tussauds Group
Agency: Spinnaker
Art director: Clare Winter
Copywriter: Ray Christodoulou
Medium: Direct mail
_1.jpg)
.jpg)
