LONDON: The UK's biggest postal business, Royal Mail, has launched a "revolutionary" service enabling advertisers to send prospects a personalised CD-ROM brochure and track their responses.
Using technology developed by Sony DACD, the system was trialled by luxury car maker Audi for its new Q7 SUV marque. The CD showed potential buyers the car interior and exterior, a TV ad and a co-driver's view of an off-road test.
Royal Mail says the mailer received a response rate exceeding ten per cent, with 24% of repondents requesting a test drive.
Hypes the postal firm's marketing director Alex Batchelor: "This revolutionary approach now means advertising through the post isn't just great for driving sales and generating responses, but has greater scope for building brands."
Data sourced from mad.co.uk; additional content by WARC staff