Snail mail is back, baby!

May 21, 2010 | Posted by Carolyn Pikoulas
In this digital age, it's easy to overlook some of the traditional -- yet still effective -- forms of advertising, such as direct mail and promotional. Now that we're all accustomed to electronic communication, the value of something that you can physically hold in your hands can now have greater power.

It seems that direct mail and promotional advertising has gone a bit by the wayside, now that electronic campaigns are far less expensive to create and deliver. However, it can be enormously difficult for an e-mail to stand out in your recipients' inboxes. But before you start slapping your logo on some lame postcards, take a look at some really interesting advertisement pieces below that are sure to be noticed. The key to a great promotional piece to be different, while maintaining the right message.

Purpose: To show the reliability and strength of Papaiz brand padlocks.
Solution: Interactive display that tells people, "There's a million dollars in this house. Try to break in and get it." The instructions direct the reader to fold the paper numerous times. At the end of all that effort is an image of a Padlock and copy that reads: "Papaiz. Your world well protected."

Puropse: To raise awareness and increase donations for a pediatric orthopedic hospital.
Solution: A series of postcards were distributed with images depicting "dream destinations" for children with disabilities who often can't visit typical places like playgrounds.

Purpose: To raise awareness about the dangers of not immunizing children for Polio.
Solution: A flyer was distributed that reads: "How will your child's life be without a polio dose? Something like this." When the flyer is turned upside down to read the copy, the question mark becomes the universal symbol for handicapped.

Purpose: Invitation to wine boutique.
Copy: "Learn with the best sommeliers (wine connoisseurs), and taste the best boutique wine in Argentina."

 
Purpose: To encourage women to call Marie France Bodyline for their weight loss programs.
Solution: Unique measuring tapes with the message: "Stop at 36. Call Marie France Bodyline," were distributed to boutiques, salons and other places of their target customer.

Purpose: To generate donations for Alzheimer Society in Hamburg, Germany.
Solution: A city map brochure was designed without street names to demonstrate the disorienting nature of the disease.