ReAD Wine Challenge direct mail case study

A classy invite to a classy evening out will always make it the top of the mail pile, even if it's aimed at a busy CEO or director. Data organisation the ReAD Group wanted to position itself as a thought leader as well as a provider of B2B and B2C data services to its target audience of CEOs and directors from the UK's other data owners and suppliers.

To appeal to this alpha audience, agency Tiga threw down the gauntlet of the ReAD Wine Challenge - a Bacchanalian exercise in blind wine tasting, combined with lively discussion and networking.

A hand-finished, personalised parchment invite was sent to 172 data and marketing high-flyers inviting them to the first event. The envelope was finished with an old-fashioned wax seal in the shape of the ReAD logo.

The first challenge kicked off in June 2009, and was a rip-roaring success for the 63% of respondents who attended. In fact, the event was such a hit that ReAD has held another two, most recently in December 2009 at an exclusive London club, complete with a snow machine.

It's hard for B2B mail to pass the PA test, but a in world of complex, digital interactions sometimes simple tactics and a classic execution make a lasting impact.