Kalahari 'Burger, Beer & Shoe Textbooks' direct mail case study

Online bookseller Kalahari.com used direct mail to generate word-of-mouth buzz around the launch of its website.

The company needed to raise brand awareness of the site - a platform for buying and selling new and used books – among students, who are a key target market.

So Kalahari’s agency JWT Cape Town came up with a direct mail pack designed to get students on campuses talking about the service.

They commissioned an artist to make sculptures designed to look like textbooks cut into the shape of student staples such as beer, burgers and shoes. 

These 'books' were mailed to student representatives at universities across South Africa, where the site is based.

Download the full case study, including an editor’s comment and photos, below.