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We Know Where You Live
I came across an innovative mail piece the other day. Google sent out a direct mail campaign to 600,000 UK small businesses, selling online advertising space. The mail piece was in the form of a letter, but what I found interesting was the accompanying envelope which incorporated a personalised map, mapping the recipients mailing address (personalised using XMPie software).
In a market where you're constantly striving for new creative and marketing methods to "get the envelope open", this execution surely must have gained the attention and interest of many recipients.
Posted on Wednesday, 11 February 2009 at 5:53 PM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/196
Comments
Scary! ;-)
Just kidding - It certainly has that triggering capacity. I doubt anyone receiving one would be concerned (as the guy delivering it obviously knows too).
Posted by David Dawes on Wednesday, 11 February 2009 at 6:34 PM
This was produced by one of our XMPie client's in the UK, its quite an old campaign. A simple concept (they are usually the best) well executed.
Posted by Alan Dixon on Friday, 13 February 2009 at 11:11 PM
What kind of agreement do you need with Google to be allowed to produce such PRINTED document ?
Posted by Philip on Wednesday, 18 March 2009 at 1:30 AM
Good question Philip, I don't think you can. I've done a couple of projects using Google Maps API and they make it deliberately difficult to capture/save the rendered maps. There are several mapping service providers available, but they all charge a [size-able] fee. Eliot
Posted by Eliot on Wednesday, 18 March 2009 at 9:27 AM
At Lowe Sydney in Australia, we have done this on a large scale with personalised maps printed on envelopes. The client was Aussie.
Posted by Chris Hunter on Tuesday, 8 September 2009 at 11:10 AM