Monday, 9 March 2009

Tangible Advertising

In an increasingly virtual world, Matter is a collection of physical artifacts that help in starting or continuing a relationship with consumers. An enhanced (high creative quality, opt-in and therefore more likely to be relevant) direct mail piece if you will.
"Matter works a little like a magazine by creating specific boxes for different audiences, except each bit of 'content' is in fact a different object created by a different company."
In thinking about the future of the off-line direct channel, I have been convinced that the role will move to the higher end in terms of quality and costs.

Matter was created by the Royal Mail in the UK. It is actually quite refreshing to see some bold, off-line innovation in a world that seems to have made all of its bets on-line for some time now. Not that there is anything wrong with that of course...

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