Friday, 04 May 2018 15:58 GMT

Print renaissance

Do not be fooled by the notion that print is old fashioned and digital is the future of communication. I have seen, through researching for my feature on direct mail on page 49, the wonderfully inventive and just plain cool ways direct mail can be used to reach people and ultimately, boost a company’s sales.


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Do not be fooled by the notion that print is old fashioned and digital is the future of communication. I have seen, through researching for my feature on direct mail on page 49, the wonderfully inventive and just plain cool ways direct mail can be used to reach people and ultimately, boost a company’s sales.

Advertising agency BBDO was tasked with creating a direct mail campaign for Mercedes-Benz, where a hologram of their new GLC was created—yes, it does sound like the stuff of sci-fi shows, but it is all real. 14,913 people received a direct mail piece containing a die-cut Perspex, which they were able to assemble into a pyramid shape.

Recipients placed the pyramid on their phone or iPad, visited a custom-built microsite, and were then able to project a 3D holographic image of the vehicle and watch a film about the car.

I will let you read the feature to find out just how many people viewed the hologram and whether it did have the boost in sales that the car brand wanted, but let’s just say, it certainly was a ‘million dollar idea’.

Having spoken to Route One Print, Print Power, and Whistl (Doordrop Media) on the subject of direct mail and door drops, I am certain that the sector is having a renaissance. The experts are even saying the print industry is finding an entirely new audience in people realising the medium’s potential, which is great news for the industry.