The making of the Touched by DM direct mail
The making of a spectacular mailing triggering the sense of touch and leading to a personalised Moleskine notebook has been captured on this video. This mailing is part of the Print Power TouchedByDM campaign to promote the sensory qualities of printed material.
The Print Power mailing consists of four elements: the envelope, which is in fact a folded-up poster, holds a personalised letter, a chalked blackboard card, a reply card, and a reply envelope. The blackboard card contains a hidden message which becomes visible once the chalk is wiped away. Leaving a print of their chalk-covered hand on the reply card allows the recipient of the mailing to obtain a personalised Moleskine notebook as the handprint is then scanned and printed on the cover of the notebook. The sense of touch is exploited to its extreme as even the hand print is printed in relief.
The TouchedByDM mailing, developed by Ogilvy's Red Works office in Brussels, is printed with four different printing technologies - offset, screenprint, digital and UV printing.
In a multi-channel world that offers marketers an array of choice on how best to interact with their customers, many brands are looking at how best to appeal to the five senses. While channels like television, radio and Internet have a different combination of sensory triggers and are often restricted in the number of senses they can reach, it is print media that uniquely offers a combination of triggering vision, touch and smell.
The central idea of the mailing is to create interaction by exploiting the sense of touch. Recipients were asked to wipe away chalk from a blackboard card that was hiding a message. Leaving a print of their chalk-covered hand on the reply card allows the recipient of the mailing to obtain a personalised Moleskine notebook as the handprint is then scanned and printed on the cover of the notebook. The sense of touch is exploited to its extreme as even the handprint is printed in relief.
The campaign: TouchedByDM.eu
Only print can deliver such a touch-intense message generating interactivity and engagement. This mailing, addressing creative directors of advertising agencies, aims to inspire and to promote the use of sensory print. The campaign consists of a mini website, online materials, a video, presentations and also uses Augmented Reality. The campaign is used in 10+ countries in Europe, including Spain, Italy, France and UK.
Send to a friend
(Fields marked with a star are required.)