Orange dirty envelope direct mail case study

Builders' mobile phones take a lot of punishment. Mobile phone company Orange wanted to get small construction businesses to show them that the Samsung Solid Extreme B2100 was built to survive a tough working environment and that they could also save money by signing up to a tailored business phone plan.

So Chemistry Communications sent a mud-stained envelope to small- and medium-sized building companies, asking 'Does your business day look like this?' Inside, a pristine white letter explained how the rugged Samsung – and the Orange business mobile plan – could help life on a building site.

At the same time, a link to an online video was emailed to the same audience, showing the phone being dropped in puddles and thrown across the floor, before getting straight back to work. What better proof could they need?

This integrated mail, email and online promotion not only beat the target but achieved results that were around three times better than the previous year's campaigns.

By talking direct to this segment, the campaign raised awareness of Orange's business mobile plans and drove heavy traffic to its online mobile shop. It also had a halo effect on the company's other mobile plans and services for businesses.