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“Dear John”
One struggle that marketers face with direct mail campaigns is getting the DM piece noticed. Putting a name on a letter no longer has the same rate of cut-through as it did two decades ago. However, someone dreamt up a unique solution to capture attention using a simple personalised letter; make the text big — very big. This "Dear John" letter, created for an apparent husband, appeared on a billboard in Brooklyn sparking an immediate hit with the media.
"Emily" even went to the effort of posting her own blog, detailing Steven’s infidelities and how she got her revenge, with photos of her defacing his car and spreading malicious emails using his work email account. However, it wasn't long before identical billboard photos popped up on websites taken in LA and Chicago and observers caught-on that this wasn't a vengeance attack, but a clever word-of-mouth marketing campaign for Court TV.
While the media breathed may have breathed a sigh of disappointment about this hoax, it certainly proved that a plain old personalised letter with the right message, at the right size, can be effective!
Posted on Monday, 26 November 2007 at 1:29 PM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/56