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In the advertising industry, above-the-line agencies are generally perceived to be 'more creative'. That's why, when these 'creatives' started trying their hand at Direct Marketing, we noticed several clients were approaching them to do more and more work - in something which we considered our exclusive territory. In order to prove that we could be as creative as any above-the-line agency, we decided to use the invitation to our end of year party to accomplish this.
We needed to find a channel that was traditionally direct, but at the same time completely unique! We realised the key was in the means of delivery - as that is what DM is all about - and the response channel had to be clear and just as effective. So we sent out carrier pigeons!
We created branded 'pigeon boxes' - and attached an invitation, complete with personalized RSVP slip to each box. A PrimaProximity representative went to each client to deliver their bird, and helped the recipient place their completed RSVP form inside a ring on the leg of the pigeon, and then let the bird fly. We delivered all 60 birds over a period of 3 days, and had a 100% response rate.
