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A postcard with a DVD
Is it possible to have the advantages of a traditional direct mailing when the content is digital information? A Swedish invention called Expericard is a traditional postcard which has been cleverly redesigned to contain a CD or DVD and be sent by post at the lowest postal rate. The paperboard envelope functions like a postcard, with the printed cover making a strong visual impression. The unit cost is relatively low for editions of a few thousand or more.
Iggesund Paperboard is currently using Expericard to reinforce its Seduced by Invercote campaign aimed at brand owners and converters. The campaign is built around the theme chocolate, and consists of an elegant box containing a book about chocolate that focuses on the French chocolatiers Valrhona, as well as a few small examples of packaging, all showing the possibilities of Invercote. As a follow-up Iggesund is now sending out an Expericard with the same graphic theme as the previous campaign material. Inside the card is a DVD containing information about the history and making of chocolate and as an additional bonus also a copy of the film Chocolat starring Johnny Depp and Juliette Binoche. Naturally the DVD is chocolate scented.
“We like to use innovative products such as Expericard, which we feel combines a more personal way of communicating with the possibility of conveying digital information,” explains Eva Bergström, project manager at Iggesund’s Market Communications department. “Of course this is a way to thank the recipients for the attention our Seduced by Invercote campaign has received so far, but it also lets us show our customers yet another innovative use of paperboard.”
Expericard CEO Peter Gustafsson is pleased at the focus on his product. He says that the company’s products are attracting increasing attention and recognition.
“The attraction lies primarily in the ability to use existing postal channels to distribute large amounts of digital information,” he says. “One striking example is a tour operator who cut their costs dramatically by distributing their catalogue as a DVD. It is also possible to include on the same disc additional film footage from the travel destinations.”
Gustafsson says the amount of data that can be sent on a DVD is far greater than what can be distributed over the Internet:
“This is about attracting people’s attention and persuading them to discover something new. To do that you have to put the information in the hands of the recipient. You can’t build your marketing efforts on hoping that people will be tempted to download something that might take hours.”
Iggesund’s Expericard entitled Chocolat is produced on Invercote 300 g/m2 with an integrated DVD.
