Canada Post - Direct Mail Commercialization

Canada Post wanted to reach out to business in the health and beauty, and fashion sectors to encourage them to add direct mail to their marketing mix. Canada Post offers full-service solutions to e-retailers, from acquisition to delivery and returns -- and all points in-between.

We were tasked to develop two different direct mail pieces, targeting each segment.

For the health and beauty retailers, we came up with set of hot stone massage stones, seven in total, each once screened with an icon representing each segment of the sales cycle. We housed each stone set in a custom wood box with a curved, veneer lid, and included a personalized letter in each box.

For the fashion retailers, we also wanted to highlight each part of the sales cycle and send a premium that the recipient would hold onto. We came up with a seven-piece set of wooden hangers, each one screened with one of the seven icons and a matching sleeve placed on the pants bar. We hung a personalized note to the top hanger and packaged it all in a uniquely shaped box.

The response was incredible! Each mailing was followed up with a sales call, these efforts translated to almost five times Canada Post's original business objectives.

The health and beauty piece won silver in the 2014 International Summit Creative awards in the B2B 3D direct marketing category.

Client: Canada Post Corporation
Objective: Encourage Canadian health and beauty, and fashion retailers to use direct mail
Target: Canadian health and beauty, and fashion e-retailers
Media: Direct Mail