To provide a new mailing format to replace (and hopefully out-perform!) the current control pack. The new format had to provide more selling space but remain within budget. It also had to comply with strict insert specifications.
To create an eye-catching and engaging format that would grab reader attention, encourage them to read more and request further information. Our idea featured a 'stepped edge index’ to help identify the important information and an easy to use reply mechanism was designed to meet royal mail response specification.
The results from our new format were so impressive (64% increase in response over a six month period) against the control pack that Holiday Property Bond subsequently adopted our format to roll out across their direct mail activity as well. What’s more, in the process we also managed to lower print costs by 7%.