Sensory Mail to Boost Brand Awareness

How does an American home improvement retailer launch its new line of appliances?

With direct mail.

When the manufacturing giant Whirlpool introduced its new line of appliances at Home Depot, Structural Graphics produced this dimensional mail piece, which was mailed to more than 53,000 people to help spread the word.

WhirlPoolMailer2structuralgraphics

The cover message encourages recipients to “Find out what’s NEW behind our doors today.” Then, a side pull tab reveals functional doors that swing open to unveil a sleekly furnished kitchen from Whirlpool’s line.

WhirlPoolMailer_structuralgraphics

Inside this interactive mailer several more appliance images are hidden behind paper doors, which unearth details and graphics on the individual pieces.

Have a minute? Take a video tour of the piece on our YouTube channel.

Structural Graphics reveals Whirlpool direct mail piece.

http://youtu.be/US_m1D1YOaE

 

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