Harrods – Upgrade/Downgrade DM
With the year-end approaching, Harrods wanted to get their Rewards customers to spend to either get promoted to the next tier or hold on to their current tier. So we came up with this DM concept, featuring graphics and copy inspired by the store’s iconic elevators.
Q Card Breathing Space DM
Q Card’s key point of difference is that it offers card holders a longer no-interest period on their spending. To demonstrate this sense of breathing space, we had the piece folded small and adhered to a transparent sheet of plastic. Once flow wrapped, the plastic became virtually invisible and the piece appeared to float airily in the readers' hands. This communication received the highest response rate in Q Card’s history.
Q Card Facebook Game
Heart Foundation Old Money DM
At first glance it may have looked like the Heart Foundation was dishing out money. But on closer inspection, the bill was actually an out-of-circulation 1968 two dollar note. The message was that donations for heart research have cumulative, long-term benefits. Those given back in 1968 are effectively still saving lives in the present. More to the point, donations made today will be saving lives for decades to come – possibly someone you love.
PlaceMakers Know How Card – Benefit Increase DM
When PlaceMakers revamped their Know How Card loyalty programme, they dramatically enhanced cardholder benefits. This high volume, low budget DM was designed to make it clear that the value of the Know How card had increased tenfold.
PlaceMakers Know How Card – Example of tactical eDM/online
Twenty Limited VIP Invitation for Swan Lake.
With only 20 invites to produce, this was an opportunity to create something truly bespoke. This monochrome, laser cut masterpiece made such an impression that recipients took them home to show their families. It received a 100% response rate and even ballet haters chose to attend.
Genesis Energy VIP La Traviata Invite
Genesis Energy VIP Invitation for its sponsored event – La Traviata. While still within a limited budget, this piece required a certain level of opulence. To do this, Ben called upon his previous experience in jewelry making, creating the master for a sterling silver broach in the form of a Camellia (a symbol of the central character from the opera). The line on the outside is a quote from the opera in Italian and English. It references the Camellia as a metaphor for the frailty of love.
Bank of New Zealand Term Deposit DM
Direct mail campaign for Bank of New Zealand. Term Deposit offers are a dime a dozen, but BNZ wanted to see which was the greater motivator – higher returns or Airpoints. We tested these against each other and also against plain letter communication. The money tree pack actually had ‘Money Plant’ seeds (a biennial – Lunaria Biennis), the seedpods of which resemble coins. The aerogramme was a complete tease on the exterior and had the added the impact that comes with nostalgia value.
Fletchers Building Industry Roundtable Conference Invite
DM Invite for Placemakers/Fletchers. Fletchers were hosting a seminar/industry forum for building industry heads. We positioned the event as a business roundtable meeting in which they had been assigned a position. To communicate this point we sent them their own piece of ‘round table’, complete with personalised name plaque. It took four tables, purchased from Trade Me, to create.