We developed a high-impact, engaging direct mail piece that could draw members' attention to InfoComm's many benefits. We used audio technology embedded in the direct mail piece and added gamification using the theme "Mission: Possible."
Each personalized membership kit contained five mystery envelopes, each promoting a different benefit of membership in InfoComm. As new or returning members opened the kit, the audio playback (set to the music of Mission: Impossible) invited them to take on the mission of making the best use of their InfoComm membership.
The unique and creative nature of these membership kits turned them into instant conversation pieces, to which the value of InfoComm's membership was closely linked. We developed four versions of the membership kit (US English, UK English, Spanish, and Portuguese), each targeting specific audiences across the globe.