The direct mail challenge
Direct marketing campaigns are not always top of mind these days but when Boehringer Ingelheim wanted to reach vets in the UK with news of a groundbreaking new treatment for heart disease, they faced a challenge. With a target audience that is notoriously busy, rarely, they could not rely on a purely digital campaign and their sales team knew they were not going to be able secure enough time with the vet to explain the new treatment comprehensively.
Creating great content
The first step they took was to create two high-quality videos, one designed for the vet and the other designed for pet owners.
Packaged in a branded box with prepaid postage incorporated into the design, Boehringer was able to mail targeted veterinary clinics, across the United Kingdom.
When vets opened the box they discovered an A5 high gloss video brochure, with a built-in 5-inch HD screen.
With an auto-play function and select video buttons, a heart-warming story was told of a new treatment that would prolong the lives of man’s best friend.
This was a mailing that few could ignore. Vets appreciated being updated on an important new treatment, and many used the video brochure to help dog owners understand the options that were now available, to treat their pets.