It’s unfortunate that almost all forms of packaging eventually end up in the garbage bin; so much time and money is spent on product packaging, yet the end game is usually a landfill. On occasion, people will keep limited-edition boxes or reusable bags, but the only proven way to entice consumers to keep packaging is by providing an incentive (like Honda’s “Grow-a-brand” DM and Breeze Detergent’s “Clean Me” DM). So what about packaging that turns into a useful item for the product itself?
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This is one of the better direct marketing ideas we’ve seen in a while. Created by the ad agency Lowe Worldwide, this mailer focuses on the power of customer interaction by incorporating the entire campaign into a clever little package.
A sample of Breeze Excel Detergent is contained within a box, which is then wrapped in a white t-shirt. Evidently, the t-shirt gets dirty through snail mail and arrives at the consumers’ doorstep ready to be product tested. Simple, smart, and effective!
When the brand name Honda comes up in conversation, one conjures up the image of a steel-box emitting greenhouse gases that add to the effects of global warming. With this in mind, the people at Honda developed a marketing campaign that not only raised the awareness of their eco-friendly lawn and garden equipment (I bet you didn’t know they existed, huh?), but it also acted as a solution to the problem.
Introducing Plant This Letter, a direct mailer printed on specially made paper containing seeds that literally grow when planted. All the elements were Al Gore-friendly; only soy inks were used and both the paper and envelope were 100% recycled and acid-free. Recipients were encouraged to toss the mailer in their garden and, with a little TLC, watch it sprout. In effect, their trash became a means to remove carbon from the atmosphere.
