The brief was to make a Direct Mailer of SAP(the Application Software company) on their initiative of Smart Cities/Future Cities. The direct mailer would be of SAP promoting themselves as to their ability to pull off digitization to the next level in cities thereby making these cities smart cities/future cities. The direct mailer would be sent to 100 smart city CEOs/Mayors. These CEOs and mayors etc are government employees with varied degrees of technical knowledge.
The campaign should help SAP:
- Be perceived as an innovative and trusted brand
- Engage prospects
- The Direct Mailer should provoke them into taking an action ie. call SAP
The Direct Mailer made is a tri-fold like brochure having required minimal information that would engage the audience, keeping it clutter-free yet innovative and interactive.
When the direct mailer is opened, there is a leaf on the front that shows a city in the image that is a little in darkness, and when the leaf is bent backwards the city is lit up all along. So also at the back, there is a part which focuses on SAP's contribution to smart traffic. Have used threads there to make it a little engaging.
