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Microsoft New Zealand direct mail case study
Author: Patrick Collister, Directory
Date: 24 June 2010
When it comes to new technology, New Zealand’s schools are lagging behind, with photocopiers and snail mail still featuring prominently. To bring head teachers into the 21st century, Microsoft was keen to introduce them to Live@edu, a free service that provides ‘new school’ tools including email,
document sharing and instant messaging.
Y&R Auckland devised a campaign with a noticeably old-school approach, mailing a quill and bottle of ink in a cardboard box, along with an invitation to take up the feather pen to request more information.
With a response rate to date of almost 20%, it's proof that old school direct mail can still make the grade, as well as an example of how even the biggest of e-businesses recognises that people are more likely to open a small packet than an email.