Arjo Wiggins Yearling Direct Mail Campaign

This direct mail campaign proved a resounding hit with its designer target audience. Promoting two ranges of Yearling papers, the internationally focused campaign comprised an identity, a “two in one” promotional booklet, paper swatches in two formats and a link-up with picture library Photodisc. The campaign booklet was produced in twelve languages. The two-in-one promotional booklet can be read in two ways. Read from one end and you find the Yearling Classics range; flip it over and you are presented with Yearling Jazz. With wit and ingenuity, both sections show how the paper responds to embossing, die-cutting, foil blocking, metallic inks, colour photography and black & white images. Tying together two ostensibly separate booklets opened up the opportunity for a second strand of the promotion: musical images from Photodisc. Tucked into a CD-size slot is the response card. By returning the card, respondents were sent a CD with 14 high resolution digital images on a musical theme and the opportunity to win a draw for a CD of 200 free photographs. The brochure itself grabbed the attention of designers, while the enticing offer helped Arjo Wiggins monitor the response rate.