Royal Mail launches new advertising and communications solution
9 September 2008
Royal Mail is continuing its drive to deliver innovation in marketing by launching a new advertising and communications solution named Matter, which literally puts brands into consumers’ hands.
Matter is a box that fits the standard dimensions of a UK household letterbox, containing a range of physical brand representations enabling advertisers to get their products and services into the homes of their target customers.
And Matter has already received the endorsement of consumers - with more than 30,000 people registered to receive a box of brands after a test mailing created a storm of interest, featuring on more than 100 blogs and websites, as well as YouTube.
The test mailing, to just under 1,000 ABC1 males, included a range of physical brand representations including a small tub of Play Doh from Sony Bravia, reflecting its 'plasticine bunnies' advertisement, while Nissan provided a branded box of soap crayons and Nintendo Wii included a sweatband.
And consumer engagement was so successful that Virgin Atlantic’s Clubhouse Lounge offer and Stolichnaya’s Vodka Party invitation were oversubscribed and withdrawn.
Industry endorsement for Matter is also strong. Rory Sutherland, Vice-Chairman at Ogilvy Group UK, said: “In my opinion this is one of the biggest ideas in DM in years.”
Royal Mail, which developed the solution in an exclusive partnership with Matter Media Limited, is now talking to advertisers keen to be involved in the next Matter mailing scheduled for October.
Further research conducted amongst recipients six weeks after receiving Matter revealed that the average recall rate for each brand representation was 85 per cent. Other findings included:
Almost half (41 per cent) of recipients used the items
21 per cent gave an item to a friend or family member
20 per cent spoke with a friend or family member about the brand
14 per cent considered purchasing the brand
10 per cent were prompted to visit the brand’s website
6 per cent actually purchased the brand.
Bill Gosbee, Virgin Atlantic Airways, said: “Matter is more about bonding with potential customers than selling them something. Furthermore, because consumers actively opt in to receiving the mailing, they are already receptive before it arrives. The halo of other exciting brands ensures that everyone engages with your stuff, even if they subsequently pass it on to someone else. Innovation is at the heart of the Virgin Atlantic brand so the fit was ideal for us. We’ve been delighted to participate in the pilot and would definitely take part in future boxes.”
Fraser Chisholm, Head of Media Propositions at Royal Mail, said: “The strength of direct mail has always been that it is personal and delivered through the letterbox. Matter takes the medium to the next level. Real objects have more value in the digital age which is why this concept has been so favourably received. Media is changing and advertisers can no longer rely on consumers seeing or hearing their messages – they really have to engage to create standout and there is no better way than putting the brand directly into their hands.”
Tim Milne, Matter Media Limited, said: “Tangible objects offer endless potential for telling stories and communicating ideas and values. There are no rules as to what goes into the box – only that the recipients like getting them and value them enough to do something with them, whether that is keep it, or give it to a friend or family member.”
For more information visit matterbox.co.uk
