Swedish Post Office case study

How do you communicate the personal nature of direct mail while at the same time inviting members of the advertising and media industry to an awards ceremony?

This was the challenge the Swedish Post Office set agency Akestam Holst.

Using the 'inviting friends' concept pioneered by Facebook, the agency sent out physical 'friend requests' to selected creatives and account managers. Each letter highlighted the personal and targeted nature of direct mail as a medium – with a PS inviting the recipient to the awards party

The result? An oversubscribed but very successful event.