Examples of Scottex letters that were sent through local mail.

How do you demonstrate just how tough Scottex kitchen paper towel is? Belgian agency Duval Guillaume Modem went to the ends of the
earth to prove it to commercial restaurant kitchens.

The challenge

Kimberly-Clark wanted to show restaurant
owners in Belgium just how tough its Scottex
kitchen paper towel is, to demonstrate its value
to commercial kitchens.

The campaign

Duval Guillaume Modem created a fold-over letter made from Scottex, with no envelope to protect it. In the first wave, the Scottex letters were sent locally in Belgium and the letters passed with flying colours, with no damage at all. The agency then sent a second wave of Scottex letters from New York, Tokyo and Ushuaia (Argentina) to restaurants across Belgium.

The results

Restaurant owners reported that 98 per cent of the international Scottex letters arrived in perfect condition – an impressive endorsement.

The campaign won a Direct Silver Lion at Cannes.

Around 98 per cent of the Scottex letters posted internationally also arrived in perfect condition.

Learnings

Scottex built the benefit they wanted to demonstrate into their direct-mail piece. Is there a benefit you can bring to life for your own customers? For instance, to prove you have great customer service, you might send out a postcard promising to answer the phone within three rings (and deliver on that). If your products are better quality than those of your competitors, you might communicate this by using top-quality, heavy paper to reinforce this brand image. Or are you an online store with the best prices? Why not send a direct-mail piece challenging potential customers to find a cheaper price on the products listed on the letter and offer them a prize if they do.

The views expressed in this article are those of the author and the interviewees, and not of Australia Post.

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