One to Watch: Lucky Magazine
"Making it fun" was the goal of Lucky Magazine's recent direct mail campaign, and clearly it succeeded with its 6" x 11-1/2" effort. On the bright pink outer, three comic strip-like boxes greet the prospect with two female characters. "I think I'm in love," says one to the other. "Crush of the month?" asks her friend. "Uh-uh. Real deal. This one totally gets me ... even brings out my best self." "How did you get so Lucky?" "Easy! I got this great deal in the mail!" (Archive code #203-655572-0808).
Underneath the comic strip is the line, "It's love at first sight for passionate shoppers like you!" Next to that, behind a window, is a sticker that reads "Get Lucky." The back of the outer features three boxes again, but this time with a cover of Lucky Magazine, a picture of the "free bag" and then the two comic characters. Above the images the copy reads, "It's your turn to get Lucky ... with a risk-free issue and a FREE bag!"
Of course, the fun doesn't stop inside the envelope either. The letter uses another clever comic strip with the same characters and sells the magazine as a "private sale just for you!" Also enclosed is a silly sticker sheet, with such stickers as "Vacation Starts" (showing a cruise ship illustration) and "It's-all-about-ME day" for personal celebrations. A fold-out mini-brochure depicts the many deals available to Lucky subscribers, with such headlines as "Lucky Girls score the sexiest shoes" and "Lucky Girls lead the pack" next to the many accessories, shoes and clothes that appear in Lucky.