Direct Mail Winners at the Digital Printer Awards
November 10, 2017
We’re chuffed to share the news we won an award at yesterday’s Digital Printer Awards. Our win was in the Transactional and Direct Mail category for a highly personalised campaign we ran for Volkswagen Group, Ireland.
We were in a tough category, up against some fantastic campaigns and the judges said;
“The winner produced an impactful direct mail piece with multiple attributes, foiling, PURLS, highly personalised product and created a great response.”
Excellence in Digital Print
The awards celebrate excellence in digital print and the afternoon affair was hosted in London’s Grosvenor Square. It all kicked off with Steve Cram CBE who revealed he actually wanted to be a footballer before a runner, (who’d have thought?) and shared the wise words, “If you want to know who comes first, don’t come last.”
It was such a fantastic afternoon, the team enjoyed sharing in everyone’s success and catching up with contacts from across the industry. Chris Bottomley, Managing Director at Gecko was thrilled with the award,
“It’s the Gecko way to think differently for our clients so we can deliver optimum results – it’s fantastic to be recognised for everyone’s hard work. And it just goes to show that personalised, relevant direct mail is back!”
The Personal Touch
The winning campaign launched the new VW Amarok V6 pickup in Ireland to their customers. It was September, so a tough time of year to entice customers to test drive as the new number plate had just changed in July. So, we created a highly personalised direct mail campaign that drove customers to a personalised landing page (PURL) to book their 4×4 test drive experience at the National Ploughing Championships (Ireland’s version of the Yorkshire Show).
Our aim was to make every piece of the print and digital experience feel exclusive and personal. From the moment the envelope was posted through the door, we delivered a fully personalised experience – we even hand fixed the Irish postage stamps on every invite!
Once opened, the personalised foiling made the customer’s name sparkle in the light and the beautiful invitation sent them to a personalised url to book their test drive. And that’s what 21% of customers did, with 93% of those taking a test drive.
It proved to us what we already know, the combination of personalised direct mail and digital drives a higher response rate, especially when you add some extra touches to make customers feel special.