Marketing and media professionals, who we’d usually reach in the office, were stuck in their work-from-home world. Not only had their office space changed dramatically, but the way their audience shopped changed dramatically, too. With all this uncertainty, we needed to position Target Product Ads by Roundel™ as a simple, cost-effective solution for reaching online Target shoppers. But, given where we all collectively were, we also needed to highlight the positive changes in a unique, eye-catching manner.
The idea of an ‘unboxing moment’ fit perfectly. So we created a multi-layer, multi-media direct mail piece that was in and of itself a high-end unboxing experience. And we quite literally tied the media to the message.
1:1 / DTC / audio / experiential / design / copy