New Zealand Post direct mail case study

New Zealand Post sponsors the Effies, the marketing industry’s Advertising Effectiveness awards. But, while the event is often monopolised by the broadcast media channels, the sponsors were keen to make the case for personalised mail.

The ceremony, which features the cream of the advertising and marketing world’s crop, is an opportunity to glam up. So agency, Saatchi & Saatchi DGS New Zealand, hired a top photographer to take portraits of the attendees. These were then turned these into sheets of personalised stamps and mailed to the relevant guest a few days later.

Even though advertising executives are a tough audience to reach, New Zealand Post was inundated with positive emails and requests for reprints. A competition element built into the mailing also received a 20% response rate.