The mailing, devised by full-service marketing agency CWA, contains a mock DVD about a FedEx courier who is fanatical about carrying out his deliveries. It was sent out to the Bafta mailing list of film and TV industry professionals.
The DVD box contains a mock disk, which carries details of a free prize draw to win a DVD player, to encourage recipients to respond and answer questions so FedEx can learn about their shipping habits.
The inlay card of the DVD box carries the headline: "The best support, the best performance, whatever it takes". Accompanying text explains how FedEx understands the importance of reliable and time-specific services and describes why it is the best supporting service.
Richard Weston, creative director of CWA who worked on the campaign, said: "DM is a fantastic way to target such a clear and specific group. It means the piece can be very focused in its approach and design."
Full-service creative agency CWA has worked as FedEx's lead below-the-line agency for three years, producing regular local and pan-European direct mail campaigns, as well as managing a library of collateral material.
The agency has offices based in Leicester, Christchurch -- its events arm -- and North Carolina, US. Its clients include Saab, Volvo trucks and construction equipment, and Fujifilm.
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