Helping marketeers make a man of their marketing
Royal Mail’s facts about the benefits of direct and digital advertising were solid — they just needed a compelling way to convey them. We walked and talked top marketeers through the advantages of integrated marketing, with an interactive digital experience and some help from an origami spokesman.
Royal Mail had a study under their belt which showed the marketing benefit of using both digital and print media together. A direct marketing piece created by Proximity London drove people online where we collaborated with Proximity to create a personalised microsite that targeted the UK’s top 6,000 digital marketers, explained the research in an engaging way and invited them to get in touch and request more information.
On arriving at the site the viewer was greeted by an image of a computer desktop which transformed itself into an origami character called Mr Complete! Mr Complete then guided users through the advantages of using both digital and print media together, via a highly visual and interactive experience, complete with stunning 3D animation courtesy of our friends at Architect.
The website performed fantastically well achieving unprecedented response rates of over 12% and an average dwell time on the site of over 9 and a half minutes. In addition, the overall integrated campaign went on to win numerous industry awards for Proximity London.