In today's world, where millions of Americans have internet access in their back pockets, many companies have abandoned traditional advertisements in favor of emails and digital ads. Hoping to change that perspective, United States Postal Service recently launched the Irresistible Mail Awards, a quarterly competition that chooses that honors direct mail pieces that are interesting, innovative and successful.
This May, The Lincoln Motor Company's "See it First" campaign received the Irresistible Mail Grand Champion award for the second quarter of 2017, triumphing over fierce competition from fellow auto makers Toyota and Porsche, as well as ad agency the Standard Group. The campaign, which featured an exclusive look at the Lincoln Continental, was a collaboration between the Lincoln marketing team and co-winners Hudson Rogue, a design firm, and Structural Graphics, who printed the sleek, sophisticated brochures.
With "See it First" Lincoln demonstrated that traditional print pieces can be incredibly modern, even in today's digitally-focused environment. When consumers received the all-black packages, many were surprised to see a playable commercial inside. It's not often you get a video from the postman!
This special touch is likely what impressed the USPS Product Innovations team enough to award Lincoln with this quarter's top honors. But, with it's beautiful overall design, "See it First" also performed well against other Irresistible Mail criteria, including interactivity, texture, personalization and engagement.
As Lincoln continues to promote the upcoming 2018 lineup, marketing enthusiasts should continue to keep an eye out for innovative new advertisements form the luxury manufacturer.
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