Royal Mail has sent what it claims is “the UK’s first integrated 3D marketing campaign” in a bid to convince marketers of the power of combining digital techniques with ‘old-school’ direct mail.

The campaign, developed by Proximity is called ‘Mail in the digital age’, and is centred around a pair of 3D glasses mailed to 3000 recipients in a bid to drive them to view a 3D microsite, which also includes DM case studies. Although billed as an integrated campaign, email has not been included, with the aim of underlining the effectiveness of DM in driving web traffic.

Royal Mail declined to provide any details of the cost of the 3D campaign.

Anthony Miller, media development manager at Royal Mail, says the campaign is about demonstrating value for money. “In these difficult times… marketers have to justify every pound they spend,” he comments.

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