Maier : how we do it : Pitney Bowes Direct Mail

When you give a well-understood business tool new capabilities, how can you repurpose the tool with its additional functionality, benefits and value? Easy. Don’t tell – show. Put the new tool to work in the very marketing piece that announces it. Better yet, at the same time, challenge preconceived notions in general by demonstrating how other preconceived notions of things could be more effective if they were changed too. This campaign brings the power of color to life as a customized marketing tool by showing how effectively jarring color would be in situations where you were accustomed to seeing only black and white.

Client:
Pitney Bowes

Industry:
Business, non-profits, education – any organization that uses direct mail

Media:
Direct Mail

Assignment:

Drive home the power of color as a marketing tool.
Demonstrate how customized color messages printed during addressing can improve envelopes’ “openability.”

Background:
Pitney Bowes has been the leading name in mailing systems since they literally invented the category with the first postage meters. Today, the shipping giant has benchmark products that help with the full range of shipping tasks. The market knows and accepts Pitney Bowes as the leader. But what if an everyday mailing / shipping mandatory could be enhanced to also deliver an entirely new category of value? How do you get the market to look at you for marketing solutions when they think of you as the “postage meter and addressing guys?” This creative shows how the postage meter guys can help you boost your response by adding a high quality color message when you address your envelopes. No extra steps, no extra costs, lots of extra value.

(Click above to view creative)

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