Smart e-Bike (Direct Mail)

by Vedha Vania (0335642)

(Source: D&AD 2015)

Opinion This is a direct mail from the brand 'Smart', to introduce their brand new environmentally friendly e-bike for cycling enthusiasts. The envelope was made out of recycled cardboard, which later can be assembled into a bike helmet. In my opinion, this approach succeeded in showing their identity and value of being environmentally friendly through this direct mail. They seem to really know who they are and what values they want to bring out to their customers as a brand.

Copy Strategy This direct mail was designed by BBDO in Mexico. There are actually different goals that could be achieved from this direct mail strategy. First, of course, the idea of being environmentally friendly by doing the zero-waste movement since the packaging that was usually being thrown away can now be upcycled. Second, this approach may also encourage and remind people to wear their helmet for their own safety. Third, it will be a good marketing strategy and may cause a great sensation on social media. There is a higher chance of people posting about this which will increase brand recognition and a-never-before experience opening such mail.

Reimagined copy I personally think that the headline "A smart helmet for a smart bike" is good enough. However, it can be improved by making it bold in color or putting them in a bigger size or in a much more recognizable placement, probably anywhere in the middle of the package where it doesn't block the helmet pieces.

Reference The Mail Helmet. (2015). Retrieved October 30, 2020, from https://www.dandad.org/awards/professional/2015/direct/24678/the-mail-helmet/