Research revealed that Gorgeous Comfort delivers a sensory experience with quilted pillows of softness. When we talked to people about ‘comfort’, they were very emotive – everyone had their own personal thing that was comforting to them.  This insight led to us to create a ‘Little Book of Comfort’, a DM piece that was not obviously marketing literature.

Results: a response rate of 8% (4% over the industry average). 87,438 coupons were redeemed and base volume sales increased by 2.8% compared to the same period in 2010.

After a couple of big Hollywood directors shot films in and around Cardiff, we were asked to create a DM piece selling South Wales as a venue for filmmakers. This insert was placed in film programmes at the Cannes Film Festival and generated several enquiries.

The introduction of the smoking ban in England presented a unique opportunity for Initial. They could see that pubs and hospitality venues would have to improve the facilities they provided, as more women and families were set to come in following the ban. They asked us to come up with a mailer to target these key businesses, highlighting the importance of upgrading their washroom facilities.

Results: there was a 12% response rate and a 200% increase in targets for appointments, with 18% of appointments resulting in a sale. £4.16 was made for every £1 spent on the campaign.

MiX Detect make in-car tracking devices which help to cut costs because they enable police forces to track their patrol cars, so they cut down unnecessary journeys. This B2B DM piece was sent to Chief Constables, who were facing huge budgets cuts.

We were asked to come up with an affordable mailer to send to 30 home and lifestyle magazine journalists to persuade them to attend the launch of Multiyork’s new tailor-made sofa collections. These paddles are used to tuck in Multiyork’s sofa covers and were the perfect item to send out to intrigue and tease journalists.

Results: 25% of the journalists targeted attended the event.