Maeva escape case study

Winter is the traditional time for holiday companies to launch a marketing blizzard for summer breaks and this year French travel company Maeva was determined that its mailer would stand out from the crowd. 

Agency Proximity BBDO Paris played on the escape theme ('evadez-vous') by creating a direct mail piece that appealed to people's sense of humour and their desire to be released from the constraints of their everyday surroundings. 

The mailing consisted of a knotted rope dangling from the letterbox - a classic jailbreak prop from the movies which immediately distinguished the letter from other mail. This was attached to an informative mailer that encouraged customers to go to the Maeva website or contact its call centre. This rope trick has seen Maeva enquiries climb by 20%.