Autodesk wanted to use the end of the 2021 business year and the holiday period as an opportunity to strengthen their relationships with these key customers, educate them on how to achieve and accelerate digital transformation within their industry, and open the door for new conversations to take place in 2022. The goal was to mark the end of what may have been a challenging year and put Autodesk front of mind at the beginning of the next year, to encourage these key contacts to contact their account manager and discuss the ways Autodesk could continue to support their business through their digital transformation journey.
We carried out a creative development process and presented a number of different design options, both in terms of their look and feel and how the mailer would be packaged. The final concept was chosen because it strongly invoked the new Autodesk brand in a dynamic way, while featuring wintry snowflake graphics that grounded the design in the seasonal theme. It was important that the design and copy wasn’t focused on one religious celebration over another, so that the mailer was suitable for a wide range of markets. We then developed the final design, including copywriting headlines and messaging, with a personalised introduction for the customer. The mailer also included the relevant account manager’s contact details and a QR code that directed recipients to a Folloze board tailored to their industry.
In order to match the client’s budget, we chose a lightweight packaging option that unfolded after a perforated seal was broken, providing a cost-efficient approach to the packaging that still delivered plenty of impact when received by the customer. The bold design of the mailer clearly stood out from the typical mail these businesses might receive, which was a significant factor in its success with the recipients. The mailer was also environmentally friendly – made from sustainable, FSC approved stock and fully recyclable. It also minimised unnecessary waste by being sealed and self-contained, rather than being in an additional envelope.