Montblanc 'spam letter' case study

 Montblanc created a buzz about its luxury pens by turning spam emails into beautifully written letters.

The direct mail campaign was aimed at high profile contacts: radio show hosts, journalists and bloggers.  

Among the recipients was Darryl Ohrt of digital marketing agency Humongo, who  wrote about it on his agency blog Brandflakes for Breakfast.

‘My first reaction was to shout out to workmates "OMG, check out this Nigerian spam I just got...in the mail,' he wrote.

'And then I noticed a hand-written P.S. at the bottom of the letter: "Let's face it, even a letter from an obvious fraudster seems quite authentic when it's beautifully written by hand. Montblanc - Rediscover the power of the written word."'

‘Awesome. On paper. With pen. Beautiful,’ he concluded.

Darryl wasn't the only one to be impressed - the campaign generated around $33,000 worth of free media.