Kamset
Repositioning an eco-friendly print substrate through tactile dimensional storytelling
A recyclable storytelling mailer that proved print quality and sustainability credentials in one piece, built for direct mail and the sales meeting alike.
The brief
Kamset were launching a new sustainable alternative for large format fabric display graphics: a substrate made from recycled plastic bottles recovered from the ocean.
The challenge was credibility on two fronts. Retail, brand and exhibition buyers needed to believe the environmental story, and to see that the sustainable option did not compromise on print quality.
They needed one sales enablement tool that could work as stand-alone direct mail for lead generation and as a leave-behind in meetings and client presentations.
What I did
- Positioning and messaging that set out the sustainable features and the commercial benefits in a simple, credible story.
- A fold-out storytelling piece made from 100% recyclable materials, using colours and textures buyers instantly associate with an eco message, so intrigue starts before it is opened.
- A printed sample of the substrate itself inside, letting the quality speak for itself.
- Illustration, content copywriting and graphic design, explaining the product lifecycle clearly at a glance.
The result
- A single piece the sales team could use across direct mail, meetings and presentations.
- Sustainability claims backed by something tangible, rather than asserted in a brochure.
- Received with real enthusiasm internally, and ready to go straight out to clients.
The mailer
Tactile, recyclable and designed to be kept rather than binned.
Everyone in the team absolutely loves it. It is the perfect piece to share with clients because it immediately shows off the print quality and explains the sustainability story simply.
Could your marketing do with this kind of attention?
Tell me where you are now and I will tell you honestly what I would do first.