Optus ‘Theatre Glasses’ direct mail campaign

Every year, the Australian telco Optus hosts an ‘End of Year Event’ for clients and colleagues.

In 2010 the event was set to be bigger than ever, with performances from the acclaimed Bell Shakespeare Company and Belvoir’s Company B.

But with so many invitations to end of year corporate events piling up on peoples’ desks, Optus needed a piece that would stand out and attract RSVP’s. 

The direct mail piece created featured a pair of collapsible theatre glasses, which came flat-packed with the invitation.

When recipients looked through the lens they saw a detailed hand-drawn diorama of an elaborate theatre scene and a promise that they could ‘get closer to the action.’ 

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