Packaging Solution for Digital Information
Is it possible to have the advantages of a traditional direct mailing when the content is digital information? Yes, according to Stockholm, Sweden-based Expericard's CEO Peter Gustafsson. Expericard is a traditional postcard redesigned to contain a CD or DVD, and which can 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.
Iggesund Paperboard of Sweden is using Expericard as part of its "Seduced by Invercote" campaign, aimed at brand owners and converters. The campaign's theme is chocolate, and consists of an elegant box containing a book about chocolate focusing 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. Recipients tear open the perforated paperboard envelope to discover a chocolate-scented DVD containing information about the history and making of chocolate and, as an additional bonus, a copy of the film "Chocolat" starring Johnny Depp and Juliette Binoche.
"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," explained 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."
Gustafsson is pleased with the focus on his product. He said the company's products are increasingly attracting attention and recognition. "The attraction lies primarily in the ability to use existing postal channels to distribute large amounts of digital information," he observed. "One striking example is a tour operator who cut ... costs dramatically by distributing catalogue as a DVD. It is also possible to include on the same disc additional film footage from the travel destinations."
Gustafsson went on to say that the amount of data which can be sent on a DVD is far greater than that which 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," he added.
For more information, visit www.expericard.com.
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