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Royal Mail is today unveiling the UK’s first-ever 3D integrated campaign, created by Proximity London, to demonstrate to advertisers and agencies the power of running combined direct mail and digital campaigns.
The work, the first communications campaign to use 3D anaglyph film and 3D60 audio, follows research by media group OMG that reveals adding direct mail to digital advertising increases average pay back by 62 per cent.
The creative theme of the ‘Mail in the Digital Age’ campaign focuses on the idea of ‘2 coming together’ (direct mail and digital) 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 teaser pack contains 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. The microsite 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.”*
Visitors can then view different sections which provide detailed business case studies and industry quotes, as well as vox pop testimonials. The material will also be available on http://www.mmc.co.uk" onclick="window.open(this.href);return false;, Royal Mail’s new industry resource to provide intelligence, inspiration and innovation for marketers and help them justify marketing spend and maximise success.
A ‘thank you’ mailpack will be sent as a follow-up, personalised to the content visitors explored on the site.
The campaign is being sent out to 3,000 top advertisers and their agencies. The creative concept is carried through to the sales force collateral and presentation material, which includes an interactive 3D leave-behind.
Antony Miller, Head of Media Development at Royal Mail, said: “In these difficult times, when marketers have to vigorously justify every pound they spend, it is even more crucial for the industry to see and hear about brands and campaigns which have delivered enhanced results and incremental sales through the clever combination of using direct mail with digital.
“Royal Mail has launched a number of initiatives underlining the value of the mail as an advertising channel. Research reminds us that over half of digital-savvy consumers expressed a preference to be contacted both through direct mail and online. This campaign utilises the valuable knowledge and information which is available from http://www.mmc.co.uk" onclick="window.open(this.href);return false; - an important resource for brand managers, media agencies and the direct mail community.”
Caitlin Ryan, executive creative director at Proximity London, added: “To best explain how to use mail in a Digital Age, we wanted to focus on the 3rd dimension. But this would have fallen flat without using a pioneering technique to create another truly innovative campaign for Royal Mail.”
Creative credits
Project name: Mail in the Digital Age
Client: Royal Mail
Brief: To promote to advertisers the benefits of using direct mail and digital together
Creative agency: Proximity London
Creative director: Caitlin Ryan and Nicola Rogers
Copywriter: Marcus Iles
Art director: Jason Fletcher and Albert Selezyov
Planner: Adrian Hoole
Designer: Nyig Tin
Production: Digital production company, Film 38, was commissioned to make the film in conjunction with director Mike Brady. Film 38 and Mike Brady were able to bring an extra level of engagement to the film by recording 3D sound using their proprietary 3D60 technology, together with the technical expertise, 3D equipment, and post-production by 3D specialists Inition. The piece was shot entirely in slow-motion using Inition's Silicon Imaging system, a ground-breaking fully-integrated 3D camera system on a mirror-based rig. On-line post was completed on Inition's SpeedGrade 3D grading and finishing suite. LingoBee built the flash site.
* Source: OMG Brand Science 2009