It is well known that the most difficult part of a sending out direct mail is getting the target to open it.
Kolestor is an anti-cholesterol medication that works to control cholesterol levels in order to prevent cardiovascular surgeries; and who would have ever thought that a drug company would be behind this very creative, one of a kind marketing tool.
They designed a 3D direct mail piece to send to cardiologists in the form of the upper part of the human body. The piece was set up with a zipper on the chest to simulate a heart surgery. The "It's not that easy" tagline suggests that the last option heart surgeries really aren't as easy as unzipping a zipper.
According to the company, their target audience, cardiologists, responded with a spontaneous brand awareness rate of 89 % even tough the cholesterol market is one of the most competitive.
KolestorAgency: Grey Worldwide Istanbul, Turkey.
Source: Direct Daily
What do you think of Kolestor marketing? What do you think of direct mail overall?