For the 6th year running, La Poste organised the Mail Media Awards. This was an opportunity to rediscover the advantages of paper editions in an advertising campaign strategy. The proliferation of advertising media has not diminished innovation and creativity in direct marketing and direct mail.

Advertising campaigns rewarded by the Trophées du Média Courrier

Winner of the jury’s special prize for creativity, Fedrigoni France ‘s direct mail campaign was particularly impressive for the quality of the medium used. Specialising in creative papers, this advertising campaign heralded the launch of a trend book. As the trend book was dedicated to black creative papers, the paper edition of this marketing campaign was printed on a black paper featuring several finishing techniques. Called Black Butterfly and presented in the form of a triptych, this advertising campaign was a real success, both in terms of the bookings made after receiving the direct mail and the numerous interactions from recipients on social networks.
It was the Apicil group’s ability to combine the advantages of different advertising media that won it the Solutions Business Grand Prix for its direct mail campaign, evocatively named La Force de Vente Augmentée (The Augmented Sales Force). These printed materials aimed at professionals offered an advertising campaign in augmented reality, and Smartphones or tablets brought to life a virtual advisor, presenting the group.
Winner of the Banque Assurance prize, the Axa group succeeded in attracting prospective professionals to its branch with original paper editions. The marketing campaign promised to win a coffee machine for taking out two policies. To make the recipients of this direct mail dream, Axa inserted a scratch-off box in the printed paper sources, with a taste of … coffee of course.
Renault distinguished itself during its advertising campaign for the launch of the new Mégane by winning the Commerce category prize. After an initial direct mail and e-mail campaign, which served as a teaser for the operation, the car manufacturer sent out printed paper copies to prospective customers, displaying QR codes that took recipients to the videos for this new version of the famous Mégane.

Bio3G shares the prize in the Commerce category with Renault for its marketing campaign called J’Alternazote. By multiplying its communication channels (print, press, SMS, web and telemarketing), the company won over the Jury of La Poste to promote its fertiliser, Alternazote.

Domitys won the business category prize for its local advertising. To mark the inauguration of one of its senior service residences, the company sent the paper edition of its marketing campaign to people aged 78 and over in the surrounding area. Goodies and an explanatory letter accompanied a chequebook of offers in this mailing, for which each discount was personalised by … the postman himself.

The Étampes sub-prefecture wanted to protect its citizens by warning them of various attempted scams. In sending out the flyer created by the National Police and Gendarmerie, the sub-prefecture had the bright idea of having the postman comment on each delivery to give added weight to this preventive message. The mission was a success, both for the residents and for the sub-prefecture, which was awarded the jury prize in the local authority category.

Multiplying advertising media to boost the effectiveness of communication. This is howUnicef France won the prize in the charity category. The January 2016 greetings mailing included a letter, leaflet, support voucher and personalised QR Code. The incentive to go paperless was reinforced with the use of all other possible advertising media, from e-mail to telephone advertising campaigns.

When the paper edition of a marketing campaign is accompanied by samples, it becomes much more than just an advertising campaign. Ferrero Kinder won the Consumer Goods category for its direct mail campaign aimed at cafés and restaurants. The letter presented the brand’s mini products, which could be offered to customers with coffee, for example. The letter was accompanied by a box containing … 10 mini sweets.

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