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News

LONDON: Advertising mail does not have a high industry profile but even in the digital age it remains a major media channel – worth £1.7bn – and one that now has a currency to support media planning.

Case Study

Scope, a pan-disability charity in England and Wales, created Mindful Monster character cards to attract new audiences and regular donors.

Case Study

The RNLI (Royal National Lifeboat Institution), a charity in the UK, persuaded the public to consent to being contacted by producing a powerful call to arms, 'Communication saves lives'.

Case Study

IKEA, the Swedish furniture retail company, blurred the lines between online and offline in order to encourage customers in the UK to sign up to its emails.

Case Study

Advanced Business Solutions, a software company, incorporated sector issues into common tales with its ‘FairITales’ campaign in the UK, to encourage consumers to look to its brand for a ‘happily ever after’.
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Case Study

Fiat, an automotive brand, re-designed a magazine review of its original Fiat 124 Spider sports car to advertise its new model in the UK.

Case Study

What3Words, a geocoding system, created unique pictorial envelopes as part of an addressing system to help deliver mail in developing countries.

Case Study

Arm & Hammer, an American manufacturer of household products, created a sample that offered strong visuals and a free balloon ride to convince UK consumers that its premium-priced toothpaste was worth purchasing.

Case Study

SkoFIN, the car financial services company owned by Volkswagen Financial Services, created an attractive new manual to engage customers with its offerings in the Czech Republic.

Case Study

TLC Marketing, a marketing agency, used Direct Mail to stand out and increase promotions with its network of fish and chip shops in the UK.

Case Study

Virgin Holidays, a tour operator, redesigned its communications in the UK by using progress trackers and bespoke gifs to add excitement and reduce stress in the holiday booking process.

Case Study

The Guardian, a British daily newspaper, created a comical, educational children’s book aimed at media planners to show them what The Guardian can deliver.

Case Study

High-end department store John Lewis enriched its my John Lewis loyalty scheme in the UK to bring customers closer to the brand.

Case Study

Great Western Railway, a British train operating company, created a ‘keepable’ door drop campaign that featured stickers and graphics to encourage consumers to find new and exciting destinations.

Case Study

A self-funded loyalty program helped Pallas Foods, the wholesale food provider, increase customer spend while retaining their loyalty in Ireland.

Case Study

Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.

Case Study

Co-op Funeralcare, a British funeral services company, disrupted the category by using humour in its ads.

Case Study

Furniture retailer IKEA sent handwritten postcards to its mail subscribers to boost email opt-ins in the UK.

Case Study

Creative direct mail helped Alef, the technology company, distribute its new Cisco Meraki product in the Czech Republic.

Case Study

Honest Brew, a craft beer brand, used direct mail in the UK to set a challenge to its consumers and help spread word of mouth of its product whilst on a small budget.

Case Study

Cargo handling company IAG Cargo attracted SME freight forwarders in the UK through an always-on loyalty programme tailored to their passion points.

Case Study

Public Health England, an executive agency of the Department of Health in the UK, launched the ‘Be Food Smart’ campaign, which used activity packs and an email campaign to educate families on the food they were eating.

News

LONDON: Email remains the trusted workhorse of digital marketing, but new research shows a majority of consumers don’t think such communications are done well and many have a separate address just for marketing messages.

News

SYDNEY: In focusing on the television versus online debate, marketers are in danger of neglecting less glamorous media choices that consumers find genuinely useful in making purchase decisions, new research suggests.

Case Study

Tata Motors successfully launched its new Hexa car model in India with digital content, influencers and events.