P&O mailer brings Britannia to life

P&O Cruises is taking a leaf out of Monarch Airlines’ book by embracing an augmented reality-fuelled direct mail campaign, to promote the launch of new ship Britannia.
Using technology developed by Zappar, the mailing features exclusive video content will be brought to life on the pages of a ‘zappable invitation’ via an augmented reality app.
Consumers can unlock interactive footage of the new ship by downloading the free app and scanning the page, as well as signing up for experience days. The mailer invites recipients to experience Britannia first-hand, ahead of its naming and maiden cruise next month.
The cruise line will be able to better measure the effectiveness of the campaign through real-time analytics with Zappar’s built in data dashboard. This includes data on how many mailers have been zapped and how long recipients stayed engaged.
P&O Cruises marketing director Christopher Edgington said: “It’s important that we continue to engage with our customers and gain a better understanding of what’s really making a difference in our communications.
“Zappar has brought an infinitely more measurable approach to one of our main points of contact with the customer, direct marketing, which allows us to do just that.”
Zappar partnerships director Max Dawes added: “Augmented reality is really great way to inject some life into direct marketing and create the real wow factor. It allows you to take your customer engagement one step further, encouraging interaction and participation through the marriage of physical print and digital devices.
“From a marketer’s perspective, it’s great to be able to measure interaction as quickly as possible in order to determine how successful the campaign has been, and through our dashboard you can do just that.”
Monarch Airlines was one of the first companies to use AR technology in a mailpack. Using a Blippar app, the mailshot – by WDMP – allowed recipients to explore resorts, view a 3D mountain and an engaging video introduction. It went on to win the grand prix at the 2012 DMA Awards.

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