Successful direct marketing for MediaMarkt Belgium

Unique in concept, color and scent!

The challenge
Lijnco has been approached by MediaMarkt Belgium to help think about how the number of visitors to the club evening can be increased with an original and smart direct marketing solution. A DM that, when it falls on the mat, immediately stands out in concept, color and experience and will even activate visitors who have not been to a branch for a long time to come.

For the sake of completeness: club members can benefit from a 21% VAT discount during the club evening and are invited in this special way with direct marketing. On the evening itself you can enjoy a snack and drink and a festive reception.

The concept
Together we opted for a self-mailer in the color scheme used by the Belgian tax authorities for VAT returns. As a result, the mailing immediately stands out for every Belgian. On the cover, the recipient is addressed with a personalized message 'NAME' there is good news about your VAT return'. As a result, the recipient is additionally invited to open the mailing. When opening the mailing, a chocolate scent is immediately released. This was chosen because visitors received a bag of chocolate as a gift when they visited the club evening. The exclusive character of the invitation is evident from the personal text on the voucher. The high value of the promotional voucher is underlined by the use of the cold foil

Used graphic techniques:

Perforation
Perforation is used in 2 ways. First of all before opening, the 2 perforated edges are removed before the mailing is unfolded. In addition, there is the voucher that can be detached from the mailing. The voucher with the QR code is the access card and the means by which the discount can be given.

Personalisation: message on the back and salutation inside
Every club member is personally addressed on the outside with a positive message about VAT. The salutation is also personalized on the inside. The voucher also contains a personal message.

Personalization: QR code
The customer number of the recipient is processed in the QR code. As a result, a practical and fast business settlement of the discount takes place at the checkout by scanning the QR code. Afterwards, the conversion can therefore be perfectly determined and a follow-up action can then be carried out in a targeted manner.

Cold foil
Cold foil, a shiny metal-coloured strip, is applied on the one hand as a luxury feature with a high attention value, and on the other hand also as a security feature to prevent counterfeiting.

Scented ink
When opening the self-mailer, even more experience is added by the use of scented ink in the chocolate flavour. When rubbing the box, the smell is enhanced.