CLIENT
USPS
ROLE
Art Director
AGENCY
MRM//MCCANN
DELIVERABLES
VR Experience
Direct Mail Pieces
AWARDS
Webby - Winner
Advertising & media business products
Webby - Winner
People’s Voice Award
DMA Echo - Silver
Effie - Finalist
Welcome to the next frontier of direct mail
USPS needed to show B2B marketers that direct mail could be much more than paper in a mailbox. It could be an immersive, interactive gateway to technology. We created Irresistible Mail, a collection of fictional businesses and physical mail pieces designed to demonstrate what becomes possible when print meets digital. From QR-enabled mobile commerce to NFC and virtual reality, each experience made the case for mail as a channel people can actually engage with.
Every business was fully concepted and branded to feel real, with its own identity, product world, and customer experience.
Opt 1 was a fictional sporting-goods brand created to demonstrate USPS’s mailable cardboard VR headset. A custom direct-mail piece folded into branded goggles, then transported customers into an immersive, entirely shoppable sports experience.
Viewers could shop products as they appeared in the VR film, adding what they saw directly to their cart in real time without leaving the experience.
Next, we created a fictional fashion retailer that transformed a printed magazine into an interactive mobile shopping experience. When scanned, QR-enabled pages opened video content that brought the clothing to life, from garments in motion to colorways shifting seamlessly to reveal additional SKUs.
The physical magazine became a portal into a fully realized fashion brand world, connecting editorial inspiration to product exploration and purchase.
The Results
A 92% increase in B2B marketing mail volume for USPS over two years
Credits
VR Production Company: m ss ng p eces
Director: Sam Smith
Photographer: Greg Swales