Bond+Bond case study

A direct mail piece shaped to look like a burglar’s swag bag is how electronics and white-goods retailer, Bond+Bond hoped to attract customers in January – traditionally the quietest time of year for the household goods sector.

Designed by DraftFCB New Zealand, the mail pack was clad in a stocking and invited customers to ‘rob’ the retailer's store.

This campaign has been hugely successful. So far, recipients have spent 504% more in store than the control group, stumping up an average spend of NZ$318.