In the award citation, the Esprix Award judges lauded the campaign as a unique and personal direct marketing campaign – a smart combination of print and digital media, creative, strategic and of an extremely high quality.
“I am proud of our one-on-one campaign, which involved using a combination of print and digital media to reach customers at a highly personal level. I feel we owe this award – of which we are also extremely proud – to this personalised approach”, said René Worp, PostNL’s Senior Communications Advisor.
Sandra Costa, Marketing Manager for PostNL’s Bulk & Solutions division, accepted the two awards on the company’s behalf. “We became aware pretty quickly of just how successful this campaign was when we started receiving spontaneous feedback from senior executives at various companies right after we sent out the direct mail. This positive feedback also goes some way toward explaining the 27% conversion rate among this tough demographic – that’s seven times higher than the 4% benchmark! We are fiercely proud to see the success of the campaign officially recognised by this Esprix Award.”
About the campaign
PostNL produced 300 customised booklets advertising the proposition offered by PostNL Billing & Document Solutions; these personalised management bestsellers were sent to executives at 300 major companies across the Netherlands. The publication also included a personal e-mailing containing a link to a landing page and a LinkedIn invitation, while the company naturally also made phone calls to the executives. The ‘Success is Simple’ campaign was created in conjunction with Amsterdam-based advertising agency Havas Boondoggle.