ANZ 'Eye Mask' direct mail campaign

ANZ was launching a new credit card which rewards customers with points they can exchange for Air New Zealand flights. What's more, the points will never expire, so travellers can take their time to book their perfect trip.

To get this message across, ANZ's agency RAPP New Zealand devised a direct mail campaign which encouraged recipients to sit back, relax and contemplate their dream holiday.

They sent almost 80,000 recipients an Air New Zealand eye mask with a letter explaining how it all worked. Over 10% of new card sales were attributed to the campaign.

To see the full case study - including images of the campaign - hit the download link below.