Royal Mail MarketReach has beefed up its Mailmen ad campaign by enlisting a host of senior client marketers from the likes of Homebase, easyJet, Axa Insurance and Blippar to eulogise the direct mail medium.
The activity, the last to be devised by Publicis Chemistry and its departed executive creative director David Prideaux, is a significant step up from the first execution – launched in January – dominated by adland figures.
Targeting marketing decision-makers at the top 3,000 advertisers, as well as media and creative agencies, it includes digital, press, mobile, email and Blippar activity. This will be backed by a direct mail push going to 14,000 clients and agencies.
The main thrust of the campaign is to promote MarketReach’s latest in-depth research programme, This Time It’s Personal, with insights from the study demonstrating why mail should be considered as an essential part of any marketing campaign.
The direct mail execution also includes augmented reality features, activated by Blippar, which reveal the interactive character ‘Mo’ who helps readers explore the new research. The full report can be downloaded from www.mailmen.co.uk.
The original “Mailmen” are joined by AXA Insurance marketing and sales director Alasdair Stewart, easyJet group commercial director Peter Duffy and Homebase director of brand and marketing communications Karen Gray with their own endorsements of the medium.
Other new faces include digital specialists, Blippar co-founder Jess Butcher who enthuses: “My favourite digital platform is the doormat;” DigitasLBi chief executive Anil Pillai; Econsultancy founder Ashley Friedlein; and Oystercatchers founding partner Suki Thompson.
MarketReach managing director Jonathan Harman said: “The launch of Mailmen re-enforced the value of mail to advertisers with the help of some of the industry’s most notable figures. The second tranche of senior industry leaders lending their voices and support to our campaign demonstrates the profound impact mail continues to have in today’s marketing world
“Brands and consumers now have a huge variety of ways they can choose to communicate. With so many options for advertisers to consider, it is critical we understand the value of effective mail and how it can engage with consumers. This Time It’s Personal is the culmination of our research this year to examine the potential, and communicate the power, of mail as an integral element of multi-channel campaigns.”
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