The theme of the ‘Mail in the Digital Age’ campaign, created by Proximity London, focuses on the idea of ‘2 coming together’ to create a 3rd, enhanced dimension.
This is brought to life through an integrated campaign which includes teaser direct mail, a 3D website and a tailored follow-up mailpack.
The campaign is being sent out to 3,000 top advertisers and their agencies.
The work uses 3D anaglyph film and 3D60 audio, and the teaser pack includes 3D glasses inviting recipients to ‘add another dimension to the way you communicate’ by visiting the personalised URL printed on the glasses.
The microsite opens with a 60-second video that can be both viewed in 3D and heard in 3D60. This was created using anaglyph filming for the campaign website in association with Film 38, with post-production by 3D specialists Inition.
It features a demonstration using two rhythmic gymnasts providing a visual mnemonic to dramatise the ‘2 coming together’ message.
Viewers are reminded that they are experiencing the strengths of the combination of direct and digital media.
The script begins: We didn’t invite you here by email. We sent you your 3D glasses as direct mail to show you something new. Digital campaigns along with direct mail pay back 62 per cent more than digital campaigns not supported by direct mail.*
Print/Mail/Fulfilment
Royal Mail claims a first with 3D-video integrated campaign
LONDON - Royal Mail has launched what it claims is the UK's first-ever 3D integrated campaign, to persuade advertisers and agencies to combine direct mail with digital channels.
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