> CAMPAIGN


Have any recent ad campaigns grabbed your attention? Our four guest reviewers air their opinions


TalkingPOINTS


cut-out for size. Camera phones emerged and everyone had their photo taken. Stephen, our senior designer, wore a yel- low hard hat in his (don’t ask me where he got it). A letter inside the envelope directed


people to www.madmankini.com, where they could upload their photos and enter a competition. The winning photo, as voted by other visitors, won an Apple iPad. I’ve always known that direct mail is a


powerful medium. This campaign just served to remind me. In an age of email and text messages, it’s seldom I get a let- ter (especially one that isn’t a bill). We had so much fun with that mankini. It was tac- tile and engaging and offered some light relief from work. The social media and viral aspect made it even better. The beauty of direct mail, as any good practitioner will tell you, is that it’s targeted and measurable. This campaign delivered


An Post Media Mail Unit – Mad Mankini


Devised by Dialogue Marketing for the An Post Mail Media Unit, this campaign was launched in October 2010.


My first love is direct mail. I spent 15 years in the UK doing little else. So when a giant green envelope landed on my desk recent- ly, I was intrigued. When I say ‘giant’, it was a whopping 410mm x 560mm, which doubled when opened to reveal a life-size cardboard cut-out of a skinny male torso wearing a Borat-style mankini. It wasn’t long before half the office gathered around to try the


on both fronts. It was bang on target (advertising agencies love this sort of thing), and judging by the number of entries on the website, the level of response was excellent. Mission accom- plished. Well done.


Jill Hincks is managing director and creative director of Passion for Creative.


38 Marketing Age Volume 5 Issue 1 2011


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