Royal Mail’s ‘break up’ drive
The Royal Mail is using a relationship break-up as a metaphor for the breakdown of a brand’s relationship with a customer in a new campaign to promote the effectiveness of direct mail in driving loyalty.
The direct mail campaign is called “Mail for me” and will be sent to senior execs at advertising and marketing agencies several days apart.
The mailing will show a letter being sent from a girlfriend, ending a relationship because of a communication breakdown.
In the first pack, an engagement ring will be enclosed with the explanation that “now you just don’t seem to want to connect with me at all”.
In the second mailing, the lover returns other personal effects including a magazine she found that talks about the importance of communication in a relationship to help the brand see where it all went wrong.
The campaign will be sent to 5,400 business executives at 2,300 UK advertising and marketing agencies, which currently allocate little or no budget to direct mail activity.
Antony Miller, head of media development at Royal Mail, said: “While direct mail has traditionally been applauded for its ability to acquire new customers, some businesses still do not recognise its role in building brand relationships and long-term loyalty.
“With this campaign we wanted to remind businesses and agencies what a powerful retention tool direct mail can be and encourage them to use it as part of their customer contact strategy.”
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