campaignlive.co.uk, Friday, 11 July 2003 12:00AM
Royal Mail delivered 200,000 fresh flowers with the line "this is just one of over 80 million deliveries we'll make today" to demonstrate its speed, flexibility and reach. The idea was to convey Royal Mail's key brand messages. Research showed that the mailing had an awareness recall of 40 per cent, higher than press and just below that of TV.
This article was first published on campaignlive.co.uk