Royal Mail unveils first 'Matter' advertisers

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http://www.marketingweek.co.uk/cgi-bin/ ... &h=260&f=3

Royal Mail has signed up Cadbury, Diageo, O2 and Harper Collins to feature in its new advertising initiative. The promotional box, called Matter, which will be sent out to consumers this Saturday (November 29) will contain free branded products created by the advertisers.

The Matter box will be mailed to over 30,000 consumers who have opted in to receive the promotional material.

It will contain a DVD cleaning cloth provided by LoveFilm; a Cadbury cranberry and granola chocolate bar; a DVD of a roaring fireplace created by Diageo; an O2 sim card pack; a shower gel by Original Source; and a book sample by Harper Collins.

The launch follows the successful trial of the initiative earlier this year when the box was sent to 1,000 ABC1 male consumers.

Royal Mail, which developed the initiative in partnership with Matter Media, is now talking to advertisers wanting to be involved in subsequent boxes to be launched next year.

Matter is a box that fits the standard dimensions of a UK household letterbox, containing a range of physical brand representations. It was created to enable advertisers to get their products and services into the homes of their target customers.