How'd They Do That?
The design 1Roof selected was a box format carrying a variation on Structural Graphics' patented Extendo mechanism. The Extendo delivers information in a unique way by moving two panels in opposite directions, simply by pulling one tab. When fully extended the piece is just about three times its original size. This unique mechanism uses a hidden strip of plastic to generate tension between the two entendor panels. The outer shell of the Extendo keeps the panels in place, guiding them out when the tab is pulled, and then guiding them back in when it is pushed. The Extendo is a surprise mechanism, that is how it creates impact. When pulling a tab, recipients expect that what they are pulling will move, but having something move in the opposite direction as well is a total and engaging surprise.
The Samsung box delivered shrink-wrapped as a 9" x 6" x 1" box with a hinged cover. We doubled the cover over so we only had to print the piece one sided. There was a graphic of an Olympic high-jumper on the cover, and it opened to reveal a close-up image of a cheering crowd waving American flags. On the right-hand side of the box was a tab with the instruction, "Pull." Doing so split the crowd image at the center, pulling apart two shutter panels and revealing the phone resting in the no-longer-hidden well.
One of the first considerations in any dimensional mail project is postal cost; postage can consume 30 percent or more of the entire project budget. You need to determine the level of postal delivery service required to meet timing and delivery objectives—Standard mail, Presorted First Class, UPS, etc.—so it can be designed with related size and weight.
The Samsung mailer wasn't unusual in its size and weight. It printed on a 12 pt C1S. The most common stock weights for high-impact pieces are 8- to 12-point SBS, but stocks can be as light as 80lb to 100lb text, as heavy as 24-point SBS paper, or even corrugated board.