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in association with CAMPAIGN
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02 — Christmas Comes a Little Early
This direct-mail piece was sent out to O2 bill-pay customers
in late November as an early Christmas present in the form
of a €50 voucher for a new phone. A total of 40,000
high-value O2 customers were selected. The agency respon-
sible was RR Donnelley.
This campaign had me at 'unwrap me'. A brilliant direct-mail The client and agency really brought everything together to
execution from O2 sent just before the Christmas rush, it made make a fantastic piece of direct mail. Aside from the perfect
a big impact from the outset with the bright blue creative, teas- timing, compelling offers and clear call to action, it's the cre-
ing headline and aforementioned instruction. I knew there had ative concept and production that really grabbed me.
to be something special inside. By cleverly replicating the emotional buzz of unwrapping
When you tear open the first panel, you're greeted with a presents at Christmas, this campaign brought to life the fact
friendly letter from O2 and an immediate free gift of that direct mail is an effective, brand-engaging medium.€50 off an
upgrade. We all like to receive something for nothing, and this
campaign clearly ticks the 'what's in it for me?' box.
And then there's another instruction — 'unwrap me again'.
This panel tempts you with the phones you can choose from,
Amie Peters (MMII) is head of direct
and then there’s another 'unwrap me again'. The third panel
mail at An Post.
offers 100 free minutes and texts, and the final tease of
'unwrap me one last time' reveals a warming message for a
Happy Christmas.
May/June ‘08 Marketing Age 41
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