Campaign Name: Conceptualising direct mailer communication for delegates and promoting the membership value proposition to the DMA patrons
Objective: Create high-frequency direct mailers as precursors to the DMA Conference, DMA Membership, and the prestigious awards. They were also meant to showcase the learning aspect which involved master class, panel discussions and insightful sessions by experts.
Uniquely Urja: URJA adopted a completely indirect messaging route for mailers, linking the upfront message with the many take-aways of the DMA. For example, shackles to show you’re restraining yourself. OR a pill to show that there are no shortcut pills to gaining knowledge. The colour scheme of the mailer was also slightly provocative, and expected to drive traffic to the website.
High-frequency direct mailers were generated to intrigue and arouse the curiosity of the marketers about the event in general, new offerings and the prestigious awards and eminent presence of the marketing who’s who on a single stage. Using out-of-the-box ideas, the mailers were successful in driving website traffic getting delegates to sign up.