Creativity doesn’t have to be complex. In fact, trying to develop a simple, attention-grabbing, creative piece is arguably MORE difficult than a complex one.
Of course you can mail a clever gizmo or widget that is on-brand and on-message in an attention-grabbing dimensional box. However, limiting your message to an engaging piece that still fits in an envelope is an even greater creative challenge.
Best of all, the simpler piece is often more affordable than the complex piece… (Notice I say ‘often’ as a simple piece does not always mean it will be cheap!)
#7: Direct Mail Targets Your Kitty
Everybody loves cat videos, right? This direct mail piece looks past the target audience and looks at the target audience’s pet. Maybe B2P (business to pet) will be the next marketing trend?
#6 TELUS: Turf Mailer
While the cat-nip piece appealed to the senses of the pets, this piece appeals to the senses of the pet’s football-loving owners. This shaggy piece may not be considered ‘cheap,’ but it’s no comparing to this next piece…
#5 Porsche: Instant & Variable
Though the piece itself is simple (but highly personalized), the execution was definitely complex. Fortunately, with the advanced digital variable print technology available today (and a little dash of creativity), it’s possible to develop a comparably personalized piece without having to run a print shop out of the back of your van.
#4 Ikea: Jumping Table
Ikea is a veteran when it comes to creative direct mail. While this piece was featured as an insert in their annual catalog, it could easily be executed through the mail. The pop-up box is a common design, but it’s the on-brand creative of the outer envelope and the decision to feature the iconic LACK table is what leaves the impression to the recipient.
#3: Advent Calendar-Style Card
On the surface it’s just two pieces of paper glued together, cut and folded. However, besides the basic die-cutting and scoring, it’s the fantastic art direction that brings this simple card to life.
#2 Avis: Offline E-Mail
It doesn’t get any simpler than a hand-written letter in an envelope. However, the charming design of the letter and envelope enhances this otherwise ‘simple’ letter. Contrasting the ‘digital letter’ design with definitely-not-digital handwriting adds to the delightfulness. Have I mentioned Kirk has a handwriting machine?
#1 Mercedes-Benz: Fast and Easy
Call it an invisible letter? With the graphic printed on the inside of the envelope, the actual ‘letter’ is transparent. Talk about simplicity!
Are your creative juices flowing yet? What other examples of simple, yet creative marketing pieces have you come across lately?