Ampo direct mail case study

In order to prove its mettle with its B2B customers, Ampo, a large metal foundry in Spain sent them a letter made of steel. The aim of the direct mailer was to communicate the bringing together of the engineering company’s two divisions under the Ampo brand name, and to emphasise its commitment to quality and service.

The creative, the brainchild of OgilvyOne Barcelona, literally added weight to Ampo’s word – a letter engraved in steel has a lot more staying power than its ink and paper counterpart. The mailer received a favourable response, with 90% of recipients reacting positively to it. This unconventional letter also served as an ice-breaker for the sales team when they approached potential customers.