Kalpakian direct mail case study

When Kalpakian, an Argentinian brand famous for carpets and rugs, decided to launch a wooden flooring product, it needed a direct mail creative that would grab people's attention.

Kalpakian's agency, OgilvyOne Worldwide, built a three-dimensional piece of direct mail – an architect's model of a loft space with tiled flooring. Pull the tab and the tiles are replaced with the new wooden floor product by Kalpakian.

The box was mailed to a very select database – only 25 contacts. They consisted of architects, designers and decorators, who typically recommend such products to their clients.

A week after the mailing, 88% of recipients had asked for a demonstration of the new flooring.