Fatso New Zealand direct mail case study

Online DVD rental service www.fatso.co.nz delivers its DVDs to customers by mail. Following mergers with two similar companies, it needed to increase brand awareness and boost subscriptions.

To remind people how easy it is to have DVDs delivered direct to their letterbox and encourage them to sign up for membership, Fatso offered an incentive: a free DVD player.

To bring to life the idea of ‘DVDs delivered’, RAPP New Zealand created a mail drop that transformed 1,000 suburban letterboxes into DVD players. On the underside of the piece, three struts folded out to keep the ‘DVD tray’ in place and prominent.

So this simple and effective campaign became a piece of highly visible outdoor marketing as well.