USinternetworking Direct Mail Mask Campaign

USinternetworking manages complicated software packages (i.e. PeopleSoft) for large companies. USi wanted a high end direct mail package that targeted company CEOs. Solution: a series of boxes, each containing a mask, brochure and response card. Each box features a different mask which depicts an emotion—frustrated, overwhelmed, confident, and then successful. This progression of emotions communicates an empathetic understanding of the recipient’s dilemma and feelings, and offers the USi solution. The mailing positions USi as the best resource to take prospective clients from frustrated and overwhelmed to confident and successful.

The response rate for this package was amazing: 7.65%. This campaign won a gold in the Baltimore Addys.


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