Brief Explanation

The challenge was to create a mailer that was not only engaging but also particularly relevant to the product. We also had to find a way to showcase the paper as it was important that our target audience saw the actual product before ordering samples of the same.

The Brief

To create a high impact direct mailer that would highlight the benefits of Fedrigoni’s specially coated, non-blotting printing paper called Symbol Freelife Raster as well as inform customers, both existing and prospective, that Prism Papyrus stocks the same, with the ultimate aim of soliciting enquiries regarding paper samples. The target audience was print buyers across Mumbai that included owners of printing presses and professionals in advertising agencies and design firms.

How the final design was conceived

To show the perils of using non-coated paper (the ink blots and smudges during printing), we created twenty six monsters out of ink blots, one for each letter of the English alphabet, christened them, wrote a poem about each of them, and plonked them on the pages of a book that was then mailed to the target audience. The last page, containing the website address and contact details of Prism Papyrus, is actually printed on Symbol Freelife Raster so that the target audience can see the paper before ordering samples of the same.

Indication of how successful the outcome was in the market

By presenting the message in an engaging and particularly relevant way, we got a monster of a response, not only in terms of enquiries regarding samples of Symbol Freelife Raster (162 orders of samples within 3 months) but also as traffic to the Prism Papyrus website (80% increase). In fact, many of the recipients of the mailer have asked for more copies of the same as they want to gift it to friends, family and colleagues. Why, some of them have even asked us to put the Monsters, Ink on T-shirts, coffee mugs and bookmarks!