Acquisitie - Agentur am Flughafen - Branding - by marei - Construction / Housing / Decoration - Direct Mail

The medium is the message, applied to Direct Mail

09/05/2018

Background

by marei is a small, young retail company that specializes in designer furniture. Its managers have a small showroom and particularly impressive expertise when it comes to designer seating from around the world. To clearly convey this to potential customers, both building owners and architects, it was necessary to create a marketing tool that could be used as a brochure and a mailing in one.

 

Idea

Rather than create and send out a standard A4 glossy brochure, the mailing comprised a number of different component parts. Pieced together after they had been read, they formed a useful and robust (designer) chair, without the need for any nuts and bolts.

Results

After just 40 days, by marei had had a 58% response to the first 100 Hockår sent out. Follow-up phone calls with potential customers led to 23 concrete enquiries for the furnishing of properties as well as to a major contract for by marei to provide the seating to a hall of cultural events.

 

Comment

Marshall McLuhan famously said, “the medium is the message”. And that is very true of this piece. It is a mailer that becomes a sturdy chair to sit on. Without a single word, it tells you about by marei’s design flair, modernism and professionalism.

In the digital world, I always encourage creative people to remember that if they really want to engage they need to create an experience that is useful, usable and/or delightful. If it isn’t one of these three, then it is probably money down the drain.

This happens to be all three and as well as winning customers for the client is already winning well-deserved awards (at The Echos in the USA) for the agency.

Patrick Collister
Patrick Collister

Editor Directory Magazine

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