Direct Marketing Association of Malaysia direct mail case study

The Direct Marketing Association of Malaysia (DMAM) sent a scale model of the legendary Trojan Horse to executives in digital and advertising agencies inviting them to enter the organisation's 2009 awards ceremony. As well as boosting participation from this part of the industry, the dramatic equine figure proved the power of a single idea to reach its target.

Agency Arc Worldwide Malaysia also proved the power of direct marketing by making sure that the accompanying poster, booklet and letter were highly personalised, cleverly referencing the recipient and their agency several times.

By turning the morning post into a theatrical event, the DMAM’s attention-grabbing mailer successfully demonstrated the effectiveness of direct marketing as a creative tool alongside traditional advertising.

And it not only doubled the number of agencies taking part in the awards, but also helped to attract 9% more entries compared with 2008.